Amazon Best Seller Analysis: Board Games

Amazon Best Seller Analysis

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

Amazon Best Seller Analysis
Amazon Best Seller Analysis

Board games have been present in most societies and cultures throughout history, with the oldest game dating back to 3500 BC. Today, the choice of board games is unlimited, and a new variation of a classic is launched almost every year.

In fact, the global Board Games market size in 2020 is worth US$7635.5 million and is expected to reach US$11650 million by 2026, at a compound annual growth rate (CAGR) of 7.3% during 2021-2026 (MarketWatch). 

The rising popularity of board games is due to the growing number of board games cafés and bars all over the world, as well as the increasing number of adults and teenagers interested in strategy and war-based games, and finally, the growing trend of including these board games in educational institutions as part of playschool activities.

We are therefore looking at the Board Games category on Amazon US. 

1- Category Overview

At DataHawk we have analyzed over 653 unique products from 201 brands. The top-performing brand being "Hasbro Gaming" with 121 best selling products. The average price for the best sellers in the category is $21.8. With an average product rating count of 3602, the best sellers average product ratings for the category were found to be ☆4.7.

#1 Brand, Hasbro Gaming has 212 best selling products that spent a total of 12,411 days in Best Selling Category, with an average presence rate per product of 28.1%

Competing strongly on the basis of their brand presence, it is followed by Pressman  Wonder Forge and Winning Moves Games are competing next with positions 3 and 4, both having 18 best selling products in one year on Amazon US.

Let us now analyze the category on different parameters.

2. Market Dynamics Overview

Here is some key Data on Products that spent the most time in the Top 100. 

 

Amazon Best Seller Analysis

We have analyzed here the average, median, top and low quartile, and min and max of the price, star ratings, and ratings of the top 100 products that entered the BSR Top 100 in the category Board Games on Amazon - the US.

Out of the top 100 products in the category, 75% of the products are on average priced at $27.2 with average star ratings of 4.8. The minimum star ratings obtained are 4.

The maximum price quoted in this category in the top 100 is $89.9 and the maximum star ratings are 4.9. 

It can be inferred that the competition in this category is super high especially on the basis of price. A product with good ratings and in the top quartile price range could make it to the top 100 for sure.

3. Brand Performance

Brands that had the longest presence in the Top 100 BSR with at least one product.

The presence rate is an indicator that measures the time spent by one or more products of a brand in the Top 100 of a given category. It is calculated as follows: Presence rate = Days spent in the Best 10 * / 365 X 100 

It is a highly competitive niche as 16 out of 30 products on the leaderboard have captured the shelf for 100% time of the year. This means that at least one product of each of the 16 brands has been a best seller for the entire year. “Hasbro Games”, “Pressman”, “Wonder Forge”, and “Winning Moves Games” made it to the list as the top 4 brands in the category with respectively 121, 17, 18, and 18 products with the highest best-seller days in the Top 100. 

“Hasbro Games” is taking the lead with an impressive 121 best selling products, and a brand presence rate of 100%, which is a total of 12,411 days. Its top-performing product is Hasbro Connect 4 Game present for 95.9% of the year on Amazon, followed by its second best selling product, which is the very famous Monopoly Classic Game, which is also present 95.9% of the year on Amazon. 

It is quite obvious that “Hasbro Games” is taking over the Board Game category on Amazon, with the number of products sold, best-performing ones, along with the brand presence rate, average ratings, and competitive pricing set to all its selling items. The brand is strikingly far ahead from the other best-performing brands in this category, with 121 listed products vs. 18, 17, 21, and so on. 

It is interesting how “Mattel Games” didn’t make it in the Top 4 best-performing brands of the category, although they have the second-highest number of products sold on Amazon, which is 21. The reason for that is that they have remained merely 1248 of days in the Best Seller, compared to “Pressman” who was there for 1654 with 18 products, which enabled the brand to earn the second position, with “Mastermind Game” being its top-performing product and a presence rate of 79.5% on Amazon. 

On the third place is “Wonder Forge” with 18 best selling products, a total presence of 1621 days. Its best selling product is Wonder Forge Disney Classic Characters Matching Game, with a presence rate of 72.9%.

According to Statista, The Board Game global market value is estimated to be around US$7.2 billion in 2017 and is forecasted to reach the value of US$12 billion by 2023. The increasing number of games café can explain this remarkable growth, as it enables eCommerce and brick-and-mortar Toy businesses to attract a large number of customers to the Board Games market, especially millennials. As their high disposable income enables these companies to generate high revenue. 5000 Board Games Cafes, for instance, opened in the U.S alone over the last couple of years (Statista). 

4. Top 30 Brands Leaderboard

It is found that 16 brands have had a presence rate of 100%. 

The type of product dominating the Board Games category is the traditional and classical Scrabble as it has ranked twice in the top 20 brands listing on the leaderboard, with an average price of $16. Followed by Monopoly, which has ranked twice in the Top 30 brands, and 37 times out of 640 by different brands, mainly “Hasbro Gaming.” The latter has a strong presence on the Top 30 brands leaderboard, as it has ranked 12 times with 6 different best selling products and is also dominating the category in terms of number of ratings, 18,591. 

We also found that the total number of ratings for the top 30 brands is 165,041 and the total ratings for the rest of the brands in the category, 630 brands are 633,662

5. Top 30 Products Leaderboard

A deeper look into the best products that spent the most time in the Best 100 sellers in the Board Games Category.

The top 30 best selling products come from 17 brands in this category. The rest of the 630 products have had an average Best Sales Rank  of 67. The top 5 brands being Jax, Czech Games, Catan Studio, Hasbro Gaming, Z-Man Games. 

It is surprising that Jax, Czech Games, and Catan Studio are respectively in the 1st, 2nd and 3rd position in the best selling product list, but it did not make it to the top 30 brands list. Among the top 5 here, Hasbro Gaming ranked #4 is the only top 10 best selling brand that has products in the top 30 best selling product list. 

10 out of 30 products have had #1 Bestseller Rank. The average best seller rank for the top 30 products in the category is 33% of the products on the list are ranked below the average category rank. The Top 30 best selling products list is majorly dominated by products with an average price of 22$. The average selling price of the list is $27. It is interesting to see that each of the top 10 brands have different types of products as best sellers. 

Let’s have a look at some of them. 

6. Top 4 Best Performing Products

Amazon Best Seller Analysis

The big winner of the year is $18 “Original Sequence Games” by Jax

This has a rating of 4.9 out of 5. (Voted to be the best in the category). Next on the list is  “Codenames”, by Czech Games which has had a presence of 95.9% which is 350 days in a year. Followed by Catan The Board Game”, priced at $42.6, with a rating of 4.8, and a presence rate of 95.9%. 

The $10 “Hasbro Connect 4 Game” by Hasbro Gaming is ranked 4rd on the list with also a presence rate of 95.9% of the year.

Again, it is interesting to see that all top 4 best performing Board Games products are ranking for different prices and different types of games, with the first product being a strategy game, the second being a social word game, the third one with a trading concept, and the last one about who’s going to rule the grid, which is mainly played by young kids. 

However, we can notice that they all have one thing in common which is the fact that they require you to be strategic and tactical when playing, also they target all kinds of people (different gender, old and young) from 10 to 99 years old. 

7. Brand Presence Rate by Product (Top 30) & their ASP

 How the Top 100 brands in the Toys & Games > Games & Accessories > Board Games Category have been competing over the past year on Amazon - United States

Presence Rate: Time spent by one or more products of a brand in the Top 100 of a given category over the last year.

ASP Average: Average of one or more products’ Average Selling Price of a brand present in the Top 100 over the last year.

In this part of our research article, we have presented the performance of best ASINs of brands in terms of their ASP with respect to the presence rate. 

The brand with the highest ASP is Magic The Gatherir, with an average selling price of $102. It is followed by Days of Wonder, priced at $45. 

These two brands don’t seem to compete closely in terms of share of voice on the presence rate V/S average selling price graph. 

The average ASP price for the top 30 products on page 1 for this category is $22 With the comparison made on the basis of the Presence Rate, it is evident that the category “Board Games” has extremely high competition on Amazon and for that matter other platforms. 

With this analysis, we are able to determine, which brands are in the closed competition to each other, for example, Chess Armony, Revents, Unsolved Case Files in this category are competing strongly with each other. 

With the comparison made on the basis of the Presence Rate, we also see that Pressman and Bézier Games are close competitors, selling at nearly the same price. 

If you want to be a bestseller in the category, you should surely do a market analysis on the basis of pricing. Competitor analysis on the basis of the average selling price will surely help you rank higher and get into the Top 100 best selling products in this category.

 8. Brand Presence Rate by Product (Top 30) & their Best Avg. Sales Rank

How the Top 100 brands in the Toys & Games > Games & Accessories > Board Games Category have been competing over the past year on Amazon - United States

 Your position here is an indication of your brand's identity and also your product rankings. The most important is to have a higher position than that of your nearest competitor. 

“Telestrations” has the highest position, followed by “The Noble Collection” and “Spontuneous”. 

The Best Seller Analysis shows how difficult it is for brands to be on the top in the category “Board Games” where brands have up to 61 products dominating the category throughout the year.   

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.

"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 ;)

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