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January 15, 2020

Small Kitchen Appliances Do Some Shuffling for Organic Share of Voice

Amazon’s small kitchen appliances category had some reshuffling among the top brands this past year with respect to organic share of voice. As you can see from the video chart below, Hamilton Beach held its top position throughout the year, while InstantPot dropped two slots from #2 to #4 amidst a steady erosion of its organic share of voice.

This analysis focuses on organic share of voice for the top keywords in Amazon’s Small Kitchen Appliances L3 category. It highlights brand trends at the broad category level. Request a Demo for an in-depth look at how your brand can deploy AI and automation to keep pace with Amazon’s algorithms and drive your e-commerce performance.

small appliances brand rank

Hamilton Beach, Cuisinart and Black & Decker have been steady competitors the entire year for organic share of voice. Only Instant Pot has shown weakness. Bringing up the rear of the top 5 category leaders is Presto, which has displayed steady progress through almost the entire year. And Kitchenaid narrowly missed edging Presto out for the #5 slot. Certainly there have been fluctuations among the brands but, generally speaking, the trends are clear. Below in the video chart you can see how the top brands fared month-over-month.

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When we chart the overall organic share of voice of each brand vs. their net gain/loss, we see the brands segment into quadrants. In the visual below brands in the top-right quadrant are the largest brands who also posted the greatest gains in organic share of voice. Those in the top-left own a large share of voice, but suffered a drop in 2019. The lower-left is where you don’t want your brand to be – a niche player losing share. The bottom-right quadrant shows us smaller brands who are ascending.


Something we see in a lot of Amazon categories is below the top 5 brands the competition for share of voice gets intense. Small kitchen appliances is no different. At the 2% share of voice level and below we see Ninja, Crock-pot, Panasonic, Mueller, Dash, Cosori, Breville, Oster and a number of other quality brands pulling a respectable organic share of voice. And this category in particular is quite concentrated. By that we mean there isn’t much distance between the top share of voice brands and the brands positioned in the “long tail”. Below you can see how small kitchen appliances stacks up against some of the other categories we’ve analyzed.

organic vs paid sov small appliances

So, that’s it for now on small kitchen appliances. It’s worth noting again that we’re of course looking at organic share of voice at the L3 level, so the metrics would change for each brand if we focus just on their niche/target keywords. We can get that for you, but it’s going to require a conversation 😉

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