Maximizing success on Amazon: What brands must do to win in their subcategory

In the ever-evolving world of e-commerce, Amazon reigns supreme accounting for over 40% of consumer spending and offering millions of product choices across countless categories. Brands must cash in on the goldmine of Amazon’s daily traffic, but the growing level of competition makes this difficult to execute consistently.
Brands looking to win in their chosen categories should take a nuanced approach and continually refine their tactics. Every category has distinct factors such as the extent of reseller pressure, role of price-discounting, advertising saturation, and prevailing supply chain constraints.  Tactics that work well in one category may not translate to others.
To help our brand and agency partners win, we decided to develop a data-driven view of the competitive landscape for each Amazon subcategory. We had to analyze over 30 KPIs to truly assess how a brand is viewed by an Amazon consumer on their path to purchase.

We built a tool to help brands win the category and beat the competition

We built a tool to help brands win the category and beat the competition

Observing an increase in your Organic and Paid Share of Voice, but not seeing it lead to more orders? Looking at individual metrics in silos doesn't tell the whole story which is why we’ve applied advanced data science to produce the i2o Amazon Category Analyzer.
Using the i2o Category Analyzer, brands are empowered to benchmark their own performance across a given Amazon subcategory and compare themselves against other major players. Our tool offers brands a holistic score by looking at 3 key pillars which drive the Amazon consumer’s path to purchase:
  1. Discoverability
  2. Conversion
  3. Distribution
Three Pillars of Brand Score
The i2o Category Analyzer looks at (3) pillars to predict brand success for an Amazon subcategory
The i2o Category Analyzer offers a free, limited view of the top brands in a given Amazon subcategory with hundreds to choose from. You can request a free, full version of your brand score and subcategory to determine
  1. Visibility of your brand’s products from most commonly used search terms
  2. Likelihood of converting traffic into purchases based on the quality of your product detail pages, content richness, ratings, and other vital factors
  3. Extent of unauthorized resellers stealing the Buy Box to determine distortion of your distribution and the consumer’s buying experience
Category 360 tool
Amazon listing data for the top selling brands in the Air Fryer subcategory with i2o Brand Score

The i2o Category Analyzer gives you access to highly insightful data for your brand and your competitors on share of voice, product listing optimization, and threats to price and fulfillment. Using our free tool, you will gain a competi

tive edge in a viciously competitive Amazon marketplace.

We understand the complexity behind making your brand discoverable

The first pillar of the i2o Category Analyzer scores brands on their discoverability, which plays a pivotal role in increasing visibility and attracting potential customers. Our tool scores brands on over a dozen metrics such as Organic and Sponsored Share of Voice (SOV), Best Seller and Amazon Choice Badges, and more. By evaluating these factors, brands can benchmark their performance against specific competitors within a given category.
Sponsored Share of Voice
Example of brand discoverability data for HyperX in the Gaming Mouse Amazon subcategory showing comparison of both Organic and Sponsored SOV.

What is the best way to monitor Amazon discoverability metrics?

The first pillar of the i2o Category Analyzer scores brands on their discoverability, which plays a pivotal role in increasing visibility and attracting potential customers. Our tool scores brands on over a dozen metrics such as Organic and Sponsored Share of Voice (SOV), Best Seller and Amazon Choice Badges, and more. By evaluating these factors, brands can benchmark their performance against specific competitors within a given category.
Sponsored Share of Voice
Example of brand discoverability data for HyperX in the Gaming Mouse Amazon subcategory showing comparison of both Organic and Sponsored SOV.

What is the best way to monitor Amazon discoverability metrics?

Reviewing discoverability metrics empowers users to fine-tune their marketing and advertising strategies, be better set up for conversion, and increase their chances of reaching a wider audience.  In the vast and competitive Amazon ecosystem, maintaining a high share of voice is crucial for customer acquisition. 

You can look at brand level strengths and weaknesses to inform your next actions:

  • For instance, if a brand notices a decline in organic SOV, it can improve optimizing product listing content, keyword relevance, and effective Amazon SEO best practices.
  • Similarly, downward trends in sponsored SOV may reveal the need to adjust advertising campaign strategies and budgets.
  • Additionally, a high presence on the first page listings coupled with prominent badges like Best Seller and Amazon Choice further enhances your brand’s credibility.
growth accelerator
Focusing on brand discoverability within an Amazon subcategory helps ecommerce teams hone in on competitor factors. The i2o Category Analyzer score gives brands an edge with tactical performance to improve search rank. Higher visibility leads to a higher likelihood for brands that their consumer path to purchase is strong.

We unveil what converts consumer clicks into purchases

Focusing on brand discoverability within an Amazon subcategory helps ecommerce teams hone in on competitor factors. The i2o Category Analyzer score gives brands an edge with tactical performance to improve search rank. Higher visibility leads to a higher likelihood for brands that their consumer path to purchase is strong.
The second pillar of the i2o Category Analyzer revolves around conversion, a critical factor in achieving a strong overall brand score within a category. 
Best Sellers and Amazon Choice Labels
Example of conversion data for Ninja in the Air Fryers subcategory benchmarking presence of Best Seller and Amazon choice badges for Top 10 brands
Our tool evaluates whether visitors are likely to purchase based on ratings, content richness, brand engagement with shoppers through answered questions, and many more. These metrics shed light on a brand’s ability to convert potential customers into buyers. 

The conversion score gives you insights into your customers’ experiences and identify areas of improvement. For example, an increase in the number of recent negative reviews and low ratings could show potential issues with your product quality, counterfeits making their way onto the platform, or faulty packaging that breaks down in transit.

Additionally, scoring your listing’s content richness offers marketing teams an angle to leverage images and videos to persuade shoppers to buy. Lastly, unanswered questions can shake up customer trust and hurt your seller rating. By actively addressing these factors, you will enhance customer satisfaction, boost Best Seller Rank, and ultimately increase sales conversion rates.
Content Richness
Example of conversion data for Content Richness of Top 10 brands for the Body Butter Amazon subcategory

We believe that tight distribution is the final and most vital step to rise above the competition

The third and final pillar of the i2o Category Analyzer centers around distribution, the final stretch of brand success for brands trying to dominate in the competitive Amazon marketplace. 
Buy Box Wins
Example of distribution benchmarking for Aveeno against the Top 10 brands in the Hair Conditioner subcategory for Observed Buy Box Win Percentage across all listings on Page 1..
Brands are evaluated based on metrics such as the average percentage of Amazon list price realization, average Won Buy Box percentage, and how many product listings are infested with reseller offers. Brands can assess their ability to retain control over the distributor network and enforce adherence to pricing guidelines.
Price metrics provide insights into how effectively your pricing strategy aligns with market expectations. If a brand consistently realizes a high percentage of its list price, it indicates that the pricing strategy is competitive and resonates with customers. On the other hand, a low percentage may suggest that your brand is facing challenges with price competitiveness or perceived value.
Example of distribution benchmarking for Aveeno against the Top 10 brands in the Hair Conditioner subcategory for Average Count of Resellers across all listings on Page 1.
Lastly, a high presence of reseller offers on your product listings will harshly impact distribution and competitiveness. Excessive offers lead to price erosion, dilution of brand equity, and potential customer confusion. Monitoring reseller offers enables you to take necessary actions to protect your reputation and provide customers with a seamless buying experience.

We notice a consistent absence of benchmarking for Amazon path to purchase metrics

The dynamic nature of the Amazon marketplace means constant vigilance from brands. Tracking SOV is useful to see if your advertising campaigns are working. However, SOV does not tell the whole story on whether the clicks and impressions are translating into purchases.
Market Share is another useful metric to look at. Yet, it is only an estimate and not an end-all performance indicator that influences consumer purchases. To keep up in the complex and ever-changing Amazon marketplace, you need to truly manage your performance on leading indicators that generate success within a category.
You need a more holistic method to benchmark your performance as seen through the eyes of the Amazon consumer. The i2o Category Analyzer empowers you to do just that. With benchmarking and data trends, you can make sure you are leading for all indicators of brand success within a category.

We are here to help you protect and grow your ecommerce brand

In the highly competitive Amazon marketplace, brands must harness the power of data analysis to maximize their success. Embracing data-driven decision-making allows you to adapt, refine strategies, and capitalize on emerging opportunities in the dynamic Amazon ecosystem. By leveraging the insights provided in our data analysis tool, you can navigate the complexities of the Amazon marketplace with confidence, achieve higher visibility, drive conversions, and ultimately achieve long-term success.
  • Maintain a competitive edge
  • Protect market share
  • Optimize sales performance