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.
The Face Makeup category on Amazon has the common "crescent moon" pattern we have seen in several other categories. That means there are few brands in the High IQ Brands quadrant, an empty Large Leakers quadrant, and a high concentration of brands in the Niche Performers through to the Laggards quadrant.
The household batteries category on Amazon has no residents in the High IQ quadrant. Although, were it not for Energizer warping the scale of the category with its 27% share of voice, Amazon itself would have elevated up into the top-right quadrant. 3Ps are definitely a big factor impacting the 1P brands as well.
There's an unusually large gap in the jelly beans and gummy candy category between the top marketers and the remaining 16 brands. But only one brand (Hershey's) is able to hold a coveted spot in the High IQ Brands quadrant. This general pattern is fairly common across other Amazon categories, just not in this extreme.
The Bottled Beverages, Water & Drink Mixes category on Amazon is highly competitive. No brand holds more than 4.4% share of voice and only 15 brands hold more than 1% share of voice, the lowest we have seen in any category. As is typical of most categories, there is a broad range of revenue leakage metrics.
The household cleaning category on Amazon is dominated by a crew of brands in the Niche Performers quadrant. With relatively light marketing and outstanding supply chain execution, these brands have swept the big brands into the Large Leakers and Laggards categories. Only a single brand (Clorox) has elevated, but with a fast follower (Bissell) not far behind.
Greenies (Mars) and Milk-Bone (Smuckers) are running away with the Dog Health Supplies category. However, this is a highly distributed category with a particularly sharp falloff in share of voice after these two leaders. This is also a generally healthy category, with only a few brands with very high revenue leakage.
The Supplements category on Amazon displays the familiar "crescent moon" pattern we recently saw in the Paper & Plastics category. That means there are no brands in the High IQ Brands quadrant - brands are concentrated in Niche Performers, Large Leakers and Laggards. But, that's not to say there aren't healthy brands in this category. Nature's Bounty, Garden of Life, Jarrow and even Doctor's Best all qualify as fairly strong performers across marketing and operations. Interestingly, at 4.2% share of voice, the top brand marketer in supplements (Now Foods) has the lowest share of voice of marketing leaders in any category we have analyzed. This is truly a low concentration category.