Four Large Brands Have High Untapped Marketing Potential in Amazon's Grocery Category
John Rode
on Jul 19 2019

An interesting dynamic has emerged in Amazon's Grocery & Gourmet Food category. Four brands stand out with especially high ratios of organic to paid share of voice. This typically means they may have untapped potential to effectively increase Amazon ad spend.

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Dominant Brands

Kellogg's (Cereals), Dole (Fruits), and McCormick (Single Herbs & Spices) are grouped together as brands that already have high organic and paid share of voice. Each brand's organic and paid metrics are about the same and fall within the band of 15% to 25%, which is quite high for any brand in any category. McCormick and Dole's paid share of voice exceeds their organic, and Kellogg's organic is already sky high. Therefore, there may be limited headroom for brands in this group to grow their share of voice further.    

 
High Untapped Potential

The second grouping contains 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, Kellogg's (Bars), two brands from General Mills (Cereals and Bars) and Clif Bar (Bars). Their respective organic-to-paid share of voice ratios are 4.3, 4.5, 2.7, and 2.2, respectively. So, you can see Kellogg's bars and General Mills Cereals have the most headroom for increasing paid share of voice.

 
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. Typically we assume these brands are perhaps fringe competitors in these particular categories. But in these particular categories their shares of voice are still quite high and a long way from being relegated to "niche" status. So, there may be more potential here then their organic-to-paid ratios initially indicate.

 

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Method

We ran an analysis of 180+ brands in nine of Amazon's L3 categories within the Amazon Grocery & Gourmet Food L1 category:

  • Cereals
  • Bars
  • Single Herbs & Spices
  • Fruits
  • Popcorn
  • Jelly Beans & Gummy Candy
  • Baking Mixes
  • Coffee, Tea & Cocoa
  • Bottled Beverages, Water & Drink Mixes

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 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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