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.
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.
There is no question McCormick is the best positioned brand in the Single Herbs & Spices category on Amazon, from a marketing perspective. However, every brand in the category exhibits signs it's suffering from significant revenue leakage.
From a marketing perspective, Always is dominating the feminine care category on Amazon in a big way. However, Always stumbles on revenue leakage where it cedes the leadership position to a handful of six brands.
The discussion in the Humidifier Parts & Accessories category centers upon three primary brands: AirCare (Essickair), Aprilaire (Research Products) and Crane. A crew of brands with very small share of voice and high revenue leakage (many likely have 3P models) pack the Laggards quadrant.
The brands in the data storage category are clearly divided into three groups. Western Digital, Seagate and SanDisk are the unquestioned tier one brands. And seven other brands round out the category.
Below are the five leading brands from the Grocery and Gourmet Food L1 Amazon category we forecast will be the top performers come 2019 Amazon Prime Day. They've already demonstrated their marketing and supply chain prowess and now must capitalize on the Prime Day surge.
The popcorn category on Amazon is dynamic with a unique scattering of brands throughout the quadrant. It's a mix of both niche and large brands who have moved into the space, with no particular pattern as to which performs better.
The Baby Solid Feeding category on Amazon is the healthiest we've analyzed to date. Only a single brand is considered unhealthy. Yet only one brand has the marketing chops to elevate to the High IQ Brands quadrant. A unique category indeed!
The Nutrition Bars category on Amazon is highly competitive but also fairly healthy - 65% of brands are losing less than 10% of revenue due to availability issues or loss of the buy box to 3Ps. KIND is clearly the category leader, but Quaker, Clif and Quest Nutrition are viable competitors.