Exclusive Look Into Amazon’s Key Products, Brands & Category Trends
In May, all categories tracked in Hitwise’s Snapshot report grew on Amazon, with the exception of Food & Groceries. Consumers started planning for the summer and the outdoors, as purchases of garden products, sunglasses and insect repellents rapidly increased. May also saw the incredible growth of Amazon’s private food label, Solimo, at 3,242%. With over 70 private labels covering Clothing, Homeware and Groceries, will Amazon (as a brand) shake up other categories in the second half of 2018?
Beauty & Health
Amazon’s Health & Beauty category outpaced the industry and returned to growth in May. Insect repellents were a key driver, seeing a 350% MoM rise for the sub-category. Brands, like Raid and After Bite, were also the fastest-risers of the month.
Electronics returned to strong growth in May. Small electronic accessories rose, including wireless chargers and headphones. Consumers were also snapping away, with camera stabilizer brand Zhiyun and Fujifilm products, among the fastest risers.
Home & Garden
May also saw improved results for Amazon’s House & Garden category. DIY sub-categories declined, in favour of air-conditioners and garden products. Consumers got out their green thumbs, with fertilizer products and plant brands seeing the largest MoM increases.
Apparel & Accessories
Amazon’s Clothing, Accessories and Jewelry category saw over double the MoM rise than the industry average. A range of products and brands drove this, including American accessories designer Anne Klein, and sunglasses brand JuicyOrange.
Whilst the industry had healthy growth, Amazon’s Food & Grocery category stagnated in May. But, the month did see the extraordinary rise of Amazon’s private label, Solimo – supporting Amazon’s bid into the manufacturer brand space.
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