Exclusive Look Into Amazon’s Key Products, Brands & Category Trends
In June, Amazon’s Electronics category largely outpaced the industry, as consumers looked around different product pages, preparing for next month’s Prime Day sales. But, other categories on Amazon hadn’t performed as well. Amazon’s Groceries pages dropped by 10.2% month-on-month, compared to the industry’s smaller decline of 2.0%. Find out why, as well as product trends in other key categories, in this month’s snapshot.
Beauty & Health
Amazon’s Health & Beauty category followed a similar decline to the industry average in June. A number of baby products did drive growth in this month, from nasal sprays, welcome boxes to baby lotions.
Purchases of smaller accessories for video gaming and speakers rose in June. Consumers seem to be holding out for big ticket items, likely preparing for next month’s Prime Day, as page views on Amazon outpaced the industry average.
Home & Garden
Amazon’s Home & Garden category continued to grow in June, despite the industry average seeing a substantial drop. Amazon saw customer upgrade their kitchens, with purchases of fridges and cooking appliances.
Apparel & Accessories
After a strong May, demand for Clothing, Shoes, & Jewelry fell on Amazon and for the wider industry in June. But, the month did see an increase in purchases of sandals, swimwear and rash guards, as Americans prepare for their summer holidays.
Amazon’s Groceries category took a substantial dip compared to the industry average, driven by fewer purchases of flowers and gifts. The month did see Americans turn to protein powders and matcha teas, bulking up and cleansing in time for summer.
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