Big Brands With Untapped Marketing Potential in Amazon's Beauty Category
John Rode
on Jul 18 2019

Which big brands in Amazon's key Beauty & Personal Care categories have the most untapped marketing potential? Our analysis pointed to an interesting grouping of brands: Dominant, High Untapped Potential, and Niche.

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Dominant Brands

Secret, Johnson & Johnson, Maybelline New York and L'Oreal Paris are grouped together as brands that already have high organic and paid share of voice. Their organic and paid metrics are about the same for each brand and fall within the band of 9% to 19%. There may be headroom for brands in this group to grow their share of voice, but they're likely feeling some headwinds at this stage.    

 
High Untapped Potential

The second grouping is those brands with relatively modest organic share of voice, but with a high organic-to-paid share of voice ratio. That is, their organic share of voice greatly exceeds their paid. Here we see four brands emerge, Sexy Hair (styling products), American Crew (styling products), Dove (deodorants & anti-perspirants) and Old Spice (deodorants & anti-perspirants). Degree (deodorants & anti-perspirants) is positioned exactly between the Dominant and High Potential groups.

 
Niche Brands

In the lower left corner of the chart we see a handful of niche brands with low organic and paid share of voice. We assume these brands are perhaps fringe competitors in these particular categories.

 

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Method

We ran an analysis of 130+ brands in five of Amazon's L3 categories within the Amazon Beauty & Personal Care L1:

  • Eye makeup
  • Face makeup
  • Deodorants & anti-perspirants
  • Styling products
  • Body

Across all the categories we gathered over 6 months of daily data on each brand's share of voice. We then followed these steps:

  1. Sorted the brands by organic share of voice to focus on the more prominent brands;
  2. Selected the 12 with highest share of voice;
  3. Plotted their organic share of voice (vertical axis) against their ratio of organic vs. paid share of voice (horizontal);
  4. If a parent company had multiple brands in the top 12 we included them so long as they were in different categories. If they were in the same category we selected the brand with the highest organic share of voice;

This analysis is of course not exhaustive. We will likely add more L3 Beauty categories to the mix in the future. The intent was to give brands a framework within which to visualize and consider their brand's positioning within their respective category.

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