Amazon Best Seller Analysis: Baby Products

The analysis creates a leaderboard of brands with products that spent the most time in the Best Sellers list for the given time period through a KPI we call the Presence Rate; the higher it is, the better.

The global baby product market is expected to reach a revenue of $25.82 billion by 2027, and grow at a CAGR of 5.09%. The main factor leading to the rapid growth of the global baby products market is the rising parental concerns about child’s hygiene. With a boost in the awareness of baby hygiene among mothers, the acquisition of good quality & premium baby products is growing. Sellers are focusing more on quality & innovation as shoppers are ready to pay for the premium products in baby hygiene. The increase in innovation & promotional activities & advertising & expansion of product lines is also one of the key drivers for this market.

Thanks to DataHawk’s proprietary Amazon Best Sellers Tool, we’ve analyzed all the brands & products that entered the Top 100 list of this particular category on Amazon in terms of their Amazon Sales Rank or Amazon Best Sellers Rank, and spent the maximum time in it since the 1st of January 2020.

1- Pampers

The best overall Diapers & Nappies brand on Amazon U.S. is undoubtedly Pampers. It has been prevailing in the global baby products market for over decades and is still doing so with its diversified product portfolio. With 70 best selling products in the Top 100, having spent the maximum time there, 3264 days, Pampers managed to earn the highest brand share in the baby products category, which is 10.2%. Pampers’ best selling item is the Baby Wipes, Pampers Aqua Pure Sensitive Water Baby Diaper Wipes, and its average selling price is $39.

2-Munchkin

Second to make it to the top 4 in the list is Munchkin. The latter has over 50 best selling products in the Top 100, present in the category for a total of 3156 days. With an ASP of $10, Munchkin managed to take over 9,8% of brand share in the baby products category in Amazon U.S. The company’s best selling item at the moment is a spill-proof snack catcher.

3-Huggies

Despite an ASP of $34, not only did Huggies manage to make it to the top 100, but the brand has 71 products present strongly in the best sellers. This points to a powerful brand reputation. There are two main reasons for that, the first one is that despite the cheaper alternatives available in the market, Huggies made it to the top thanks to the high sales velocity it generated. Which is an indicator of shoppers’ willingness to spend on the company’s products, a result of distinct brand reputation. The second reason for that is, consumers are more likely to spend more on expensive baby products, as a high price generally reflects high quality, and good quality baby items are a must in most parents’/shoppers’ eyes.

4-Lansinoh

Placing 4th on the list is Lansinoh. With only 9 best selling products, this brand managed to achieve the strongest presence rate by-product, which is 30,7%. Lansinoh is a global leader in breastfeeding, with the best ranked and recommended nipple cream & breast pump products for mothers, and more. Not only it is famous for its high quality selling items, but also for its accessible pricing. The brand has in fact an ASP of $10. This could explain the brand’s ranking and popularity among shoppers. Lansinoh’s winner product on Amazon U.S. is Lansinoh Breastmilk Storage Bags.

1- Dr. Brown’s Bottle Brush, Blue

• Price: $5
• Reviews: 22,688
• Star Rating: 4.6 out of 5 stars
• Best Rank: 2; Worst Rank: 90
• Presence Rate: 97%

2- Haakaa’s Manual Breast Pump

• Price: $12.9
• Reviews: 23,844
• Star Rating: 4.6 out of 5 stars
• Best Rank: 2; Worst Rank: 77
• Presence Rate: 96.2%

3- Oxo’s Tot Bottle Brush with Nipple Cleaner and Stand

• Price: $8
• Reviews: 12,090
• Star Rating: 4.8 out of 5 stars
• Best Rank: 2; Worst Rank: 100
• Presence Rate: 95.1%

4- Choicerefill Compatible with Diaper Genie Pails

• Price: $16
• Reviews: 11,015
• Star Rating: 4.6 out of 5 stars
• Best Rank: 3; Worst Rank: 99
• Presence Rate: 93.7%

5- Munchkin Snack Catcher

• Price: $5
• Reviews: 11,556
• Star Rating: 4.7 out of 5 stars
• Best Rank: 11; Worst Rank: 96
• Presence Rate: 93.7%

Let’s now have a look at Rising Stars –products that most recently cracked the top 100 in the Baby Products category on Amazon U.S.

1- Yobest Baby Playpen, Extra Large Playard Kit

Our first rising star item is Yobest’s Baby Playpen, Extra Large Playard Kit. First seen on Amazon on November 1st,  this product earned itself a 4.5 out of 5-star ratings and over 28 global customer ratings. Priced at $189, this playard kit is famous amongst parents because of its oxford material, large interior space, and eco-friendly/safety lock, which are all characteristics shoppers are looking for when purchasing a playard for their little ones.

2- Giantex 24inch Configurable Dog Gate with Door 

The 4th best performing product that has recently appeared on the Amazon marketplace is Bedsure’s unisex baby blankets. It first appeared on October 22, spent a total of twelve days in a row in the best sellers, and earned itself a well-deserved 4.9  out of 5-star ratings.

In our study, we looked at the most expensive products, the cheapest ones, the products with the highest ratings, and the ones that have received fewer reviews but still made it to the top 30.

With Datahawk’s Amazon Review Tracker, pay close attention to the evolution of your listing’s reviews, set-up custom alerts for your daily amazon review tracking, and correlate the data with your sales velocity to crack your way up in the Best Seller Rank!

“Click here to download the full study for free!”

Let us know in the comments how you feel about this episode, and see you soon for more 😉