Amazon Best Seller Analysis: Vacuum Category

A second wave of the covid-19 pandemic has hit most countries and big cities in the world again. Most people are now obliged to work and study from home, and others are doing so by choice, not only because of their fear of the virus but also because it’s the only way for them to protect themselves and close ones. This has again brought up new consumer trends and preferences, along with different purchasing habits.

And whoever says quarantine, says growing demand for home & kitchen tools and appliances. The Vacuum category on Amazon U.S. is one that has witnessed a significant rise recently.

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

1- Bissell: With 58 best selling products, Bissel has managed to place first and lead the vacuum category. This brand has been present on Amazon for a total of 4551 days among the Top 100, and its top-performing product is Bissell Zing Canister, 2156A Vacuum, Green Bagless. The latter has been present for 97% of the year on Amazon and priced at $43 on average. Bissell’s success on Amazon can be the result of two factors: the first one is its smart, lightweight design, that consists of a user-friendly removable dirt cup that basically enables its user to empty the lid quickly and very easily, which is a characteristic that you don’t find in other vacuum cleaners. The second factor is the covid-19 pandemic, with more people working from home after the second wave of the virus, frequent house cleaning is a must, and vacuums are the fastest way to get rid of the daily mess!

2- Shark: Second on the list of the Top 4 best-performing brands in the vacuums category on Amazon is Shark. This brand dominates the presence rate warts with 46 products capturing the shelf for total days in best sellers of 4513 days, and an average selling price of $223. Its top-performing product is  Shark Navigator Lift-Away Professional NV356E, priced at $249 and present for 96.2% of the year on Amazon. With 4.5 out of 5-star ratings for this product, most customers are very pleased. It comes with various accessories, has a perfect suction, and is very practical for both carpet and hard floor.

Something worth noting is that brands with larger catalogs have an edge when calculating the Brand Presence Rate. The reason being, given that they carry more SKUs, they have a higher likelihood of making the Top 100, compared to brands with a smaller catalog.

3- Irobot: Coming in third on the list of the best performing brands is iRobot. With 32 products, iRobot has been present on Amazon for a total of 2973 days, with a brand presence rate of 100% and by-product of 26.9%. This brand has an ASP of $ 352, and its top-performing item on Amazon U.S. is iRobot Roomba 675 Robot Vacuum. This smart vacuum is especially great with pet hair. It works with Alexa & runs with wifi-connectivity, and is a self-charging item. The demand for this item has increased recently due to its practicality during the current lockdown.

4- Eureka: 4th and last on this list is Eureka. This brand managed to make it to the top of its category, mainly because of the prices it sets for its products. With 30 best selling items and an ASP of $84, Eureka has a brand share of 4.4% and a total presence of 2330 days. This brand’s winner product on Amazon U.S. is Eureka NES215A Blaze 3-in-1 Swivel Handheld & Stick Vacuum Cleaner.

2 of the 5 best selling products are from the same brand and are both handheld vacuum cleaners. Here’s the list:

1- Black+Decker’s dustbuster Handheld Vacuum

• Price: $43
• Reviews: 22,708
• Star Rating: 4.4 out of 5 stars
• Best Rank: 1; Worst Rank: 84

2- Bissell’s Canister, 2156A Vacuum

• Price: $60
• Reviews: 7,905
• Star Rating: 4.3 out of 5 stars
• Best Rank: 4; Worst Rank: 87

3- Black+Decker’s dustbuster Handheld Vacuum

• Price: $54
• Reviews: 28,395
• Star Rating: 4.2 out of 5 stars
• Best Rank: 1; Worst Rank: 35

4- MOOSOO’s Cordless Vacuum 4 in 1

• Price: $110
• Reviews: 10,899
• Star Rating: 4.3 out of 5 stars
• Best Rank: 4; Worst Rank: 63

5- iRobot’s Roomba 675 Robot Vacuum-Wi-Fi Connectivity

• Price: $249
• Reviews: 18,477
• Star Rating: 4.4 out of 5 stars
• Best Rank: 1; Worst Rank: 18

It is quite surprising to note that 3 of the 4 Rising Stars products in the Vacuum category are from the same brand: iRobots.

Our first rising star item is iRobot’s Robot Vacuum cleaner. First seen on Amazon on October 13, this product earned itself a 4.5 out of 5-star ratings and over 530 positive customer reviews. Priced at $597, this premium product involves a strong power boost technology, intelligent visual navigation, and recharges and resumes automatically until the job is done, making it the perfect deal amongst shoppers in the vacuum category of Amazon U.S. 

2- iRobot’s Roomba 692 Robot Vacuum

Priced at $189, Roomba 692 Robot Vacuum is another model from the iRobot brand collection. It is designed for people who are looking for a very straight forward Roomba with the right amount of features. It enables customers to set up flexible scheduling via the cell phone application and have the option of running it every day. A 4.5 out of 5-star ratings, and over 2457 customer reviews, shows how satisfied people are with this product.

3- iRobot’s Roomba i6+ (6550) Robot Vacuum

Placing 3rd on the top 4 rising star products list is again another product from iRobot, this time it’s a Roomba i6+ Robot vacuum. First seen on Amazon on October 13th, the product now has 4,6 out of 5-star rating and over 670 reviews. Although this Vacuum cleaner is priced the highest amongst the list, $800 is placed with fairly similar competitive items, price, and quality-wise; it still managed to make it to the top of the list and spend a total of 9 days in the best sellers. Its unique feature can explain the Vacuum’s rising popularity on Amazon U.S. and its high selling price: “It can empty itself by itself into AllergenLock bags.”

4- Bissell Revolution Pet Pro + Pro Pet Formula