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May 14, 2019

A Bonanza of Niche Brands in the Baby Care Grooming Amazon Category

The bambinos came to play! The baby care grooming category is unique to say the least. No brand has exclusively claimed the high ground but a plethora of brands have squashed into the Niche Performers quadrant – ten of them in fact. What’s unusual about this category is how healthy it is, as measured by how many brands are on the right half of the quadrant – there are twice as many. Happy gurgles all around! 


This BrandIQ Quadrant benchmarks brand performance by the critical disciplines of supply chain operations and marketing. Who is best able to both drive and fulfill demand on Amazon in this category? The metric that underpins marketing is Share of Voice (how often your brand appears in organic or paid search results), and for operations it’s revenue leakage (how well are you able to avoid losing sales because shoppers are unable to buy your product because it’s unavailable, lost buy box to 3Ps, etc.). Given Amazon’s ever-increasing complexity and speed, mastering both is not simple.

High IQ Brands

Aveeno and Fridababy have taken two different approaches to reach the High IQ Brand quadrant. Fridababy has muscled its way there via paid search ads while Aveeno was propelled by organic search results. Fridababy is the #2 advertiser in the category with 5.5% paid share of voice (vs. 1.9% for Aveeno). That’s second only to Johnson Baby’s 8.8%. And Aveeno’s 3.9% organic share of voice beats out Fridababy’s 2.4%. All in all, neither brand is dominating on share of voice, with little separation between them and the horde of niche performers nipping at their heels.

When it comes to revenue leakage this category really stands apart from others we’ve analyzed. With 10 healthy brands it’s impressive that Aveeno and Fridababy were able to elevate. But as you can see by their positioning in the lower half of their quadrant, the race has not concluded. Aveeno is losing 4.5% of revenue due to availability issues and 1.1% to 3Ps. Fridababy is losing 0.1% and 1.1%. These are all impressive metrics. Only Aveeno’s availability issue stand out a bit, and that’s largely a function of how strong the brands in this category are.

Niche Performers


Across 24 Amazon categories we’ve analyzed, this is one of the most crowded niche performers quadrant we have seen. With 10 brands, Baby Care Grooming evens out with the Coffee, Tea & Cocoa (10) and Protein (10) categories and just edges out Small Kitchen Appliances (9).

The quadrant is so packed it’s difficult to distribute the brands to exactly reflect reality because they would be layered on top of each other. In summary, their share of voice varies from 1.7% (Desitin / J&J) to 2.9% (Mustela / Expanscience). Mustela stand out as the top advertiser in the quadrant at 5.2% paid share of voice. That actually positions them as one of the leading advertisers in the category. Boudreaux’s is also an aggressive advertiser with 4.2% paid share of voice. From there it’s a gradual slope downwards. On the organic share of voice side, the variance between top and bottom brands is more compressed, spanning only from 0.9% (Mountain Falls / Vi-Jon) to 3.3% (Burt’s Bees / Clorox).

As expected, the niche performers demonstrate excellent execution in fulfilling demand. Burt’s Bees is having the toughest go of it, but they’re still only losing 4.3% of revenue to leakage. That’s an excellent metric. On the other end, Mustela is losing exactly 0% of revenue. Perfection like that is rarely seen! All the brands have supply chains that are pretty well dialed in. The only other attention-grabber is The First Years, which is losing 2.7% of revenue due to availability issues. But again, we’re just splitting hairs here as that’s an outstanding performance in any other quadrant.

Large leakers


Johnson’s Baby and Safety 1st (Dorel) are relatively strong Large Leaker brands compared to other categories. They are not pinned to the y-axis and are not far from the High IQ Brand quadrant because they are only losing 17.7% and 12% revenue. The cut-off to shift to the upper-right quadrant is 10%. On the share of voice side, they are category leaders, outpacing overall top performers Aveeno and Fridababy. Johnson is spending aggressively on paid search while Safety 1st gets to #2 based solely on its high organic search.

Johnson’s Baby and Safety 1st are both suffering from availability issues. The former losing 16.3% of revenue, and the latter 10.2%. They both do well controlling 3P variants and lose only 1.4% and 1.8%, respectively.



Cetaphil and The Honest Co. are both solid brands in this category despite being placed in the Laggards quadrant. All the brands in this quadrant have relatively low share of voice, but that’s also a characteristic of this category as a whole. No brands are really dominant on the marketing side.

On the supply chain side, Cetaphil and The Honest Co. differentiate themselves as they’re only losing 13% and 15.3% of revenue, respectively. That’s not far from the 10% cut-off that would have placed them in the Niche Performers quadrant. Honest is losing only 3.3% to availability issues but 12% to 3Ps, so they know where they need to focus. Cetaphil is losing a bit over 6% to both issues so they just need to drive incremental improvements in each area.

Natemia, Earth Mama and Weleda are all losing 20%+ revenue, which is why they are pinned to the y-axis. There is a lot of room for improvement there.

Look-alike Categories

protein_quadrant_amazon_categoryThe Protein category on Amazon is quite similar in structure to Baby Care > Grooming. It’s primarily the packed Niche Performers quadrant that makes the match. They also share having 1-2 brands in each of the High IQ Brands and Large Leakers quadrants. The only real difference is Protein only have one brand in Laggards whereas Baby Care Grooming has five. Regardless, this quadrant brand distribution is fairly unusual.


babycare_grooming_amazon_keywordsOur data was drawn from an automated, daily analysis of top keywords in the Amazon L3 Baby Care > Grooming category over a one-year period. Our method focused on 1P brands and their associated SKUs. Marketing performance was determined by analyzing Share of Voice which essentially divides how many times a brand appears in search results, by the total available slots in the search results. Our system looked at both organic and paid ads for the top keywords discovered for the Baby Care > Grooming category on Amazon. Our system focused on page 1 search results and the product page for each SKU. Each appearance of the brand in organic search and paid ad slots was given equal weighting. Revenue Leakage was determined by an algorithm that analyzes inventory availability of the SKUs on the product page and translates that into estimated revenue missed for each brand due to things like a SKU being Currently Unavailable, Inventory Encumbrance, Item Under Review, a 3P seller taking the buy box, etc.

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