Exclusive Look Into Amazon’s Key Products, Brands & Category Trends
With an estimated $3.5 billion in sales globally, Prime Day continues to break records as Amazon’s biggest single day in sales revenue. But it wasn’t all about Amazon’s own devices, such as the Fire Stick and Echo Dot. All key product categories surged compared to the previous month and outpaced the industry average, with a number of brands driving category increases, like Hugh Jackman’s Laughing Man coffee brand. Find out more in this month’s Amazon Retail Analytics snapshot.
Beauty & Health
Amazon’s Beauty & Health category saw over four times the MoM growth than the industry average. Amazon’s rise was driven by supplement brands, like BioFinest and HydraLyte, as well as everyday basics, such as face moisturizers.
Thanks to Prime Day, Amazon’s Electronics was one of the fastest-growing categories, surging by 38% compared to the previous month. Aside from Amazon products, like the Fire Stick and Echo Dot, this rise came from laptops, headsets and memory storage.
Home & Garden
Amazon’s Home & Garden category also saw a significant jump of 24% MoM, significantly larger than the industry’s rise of 2%. Pet brands came to the fore, from specialized brands like Pets are Kids Too, to household labels like Purina and Temptations.
Apparel & Accessories
Amazon’s Clothing category rectified its decline from the previous month to see a 17% MoM rise. Clothing items from Amazon’s live-streaming service, Twitch, grew by over 7000%, as gamers donned themselves with logo hoodies and t-shirts.
Amazon’s Food category also saw a huge turnaround, from 11% decline in June to 24% rise in July. Along with organic fruit and veg products, Hugh Jackman’s coffee brand, Laughing Man, was one of the key drivers reaching over 1000% growth this month.
Why Amazon Analytics?
Over 20 years, Amazon has mastered the art of meeting consumer demand. As a result, the e-tail giant owns about 44% of e-commerce, and 4% of the US retail market. More recently, Amazon expanded into home and health services, suggesting no consumer-facing company is safe.
Most brands have resigned to sell their products on Amazon, but get only limited access to the merchant analytics. Retail marketplaces compete against Amazon with niche products and customer loyalty, but are shut out from the vast shopping data hidden within Amazon’s “black box.”
Hitwise has the key to the black box. We offer a 360° view of what is researched and bought on Amazon. eTailers can finally see:
• Product trends by category
• Purchase trends by category
• Brands that are selling more vs. struggling
• Fast-rising categories and sub-categories