All things BSR- Here is a quick analysis done by the DataHawk Research team to bring to you the insights on the top products in different categories and, their trends, ratings, reviews, sponsored product...
In this article, we’ll take you through the most popular and most sold home improvement and tools, covering everything from handy tools, organization products, and safety devices starting from 29/01/2019 to 29/01/2020.
Since Amazon is the largest online retailer in the US by far, brands in this sector are obliged to get on Amazon if they want to remain competitive.
By 2025, home improvement may not be as highly penetrated online as a category like TVs where upwards of 50% could be sold online, but it is propelling. It might not have a similar trajectory as that of tech or books, but a big change for brands in the coming years is foreseen. Also, swiftly increasing urbanization in the developing economies and increasing disposable incomes is a major motivation for the subsequent increase in the global home improvement market.
1.Brands dominating the Best Seller Ranking
In this first part, we look at the best selling products that dominated the BSR on Amazon. To do so, we looked at the brands that had the longest presence in Best Seller Rank with at least one product that entered the top 10.
We dug into DataHawk data and came up with an indicator that would represent this: the Presence Rate. This indicator measures the time spent by one or more products of a brand in the top 10 of a given category. We calculate it this way:
And here we are:
1. Brands that had the longest presence in the top 10 BSR with at least one product:
The first thing that is evident is that 6 brands out of the top 10 have had a presence rate of more than 60% of the year. Also, if you see the number of products, Affresh is topping the list with 4 products having a presence rate of 100% and Lifetime and and Nexx Garage have made it with only 1 product almost throughout the year. It can be noticed that half of the brands on the Top 10 list made it with only 1 product where in the same space we have the other half including brands like Gorilla with 3 products present 42% of the year.
Another important aspect to look at could be:
Is “Home Improvement and Tools” a favorable market for smaller brands to perform on Amazon? It looks like it.
It's good news for smaller sellers: With the right data-driven mindset and the right tools, you can have a steady sales velocity and reach top spots over brick and mortar giants. If you are not present on platforms like Amazon (being the best choice), smaller challenger brands will utilize your space and eat your food.
2. Brands with the most products in the top 10 products:
Affresh, command and DeWalt are dominating the charts with 4, 4, and 3 products each. Affresh, the appliance cleaning solutions company, a brand inspired by the Whirlpool Cooperation, believes that appliances provide a better experience when they are cleaner. Being recommended as number 1 by big brands like Whirlpool, MAYTAG, KitchenAid & AMANA, it has been selling on Amazon since 2011 with up to 93 products at present.
Command has 748 products on Amazon US. If you see the Amazon page of Command, it is a great example of an amazing Amazon SEO effort.
Other than the list of products, they have a tab called Projects which gives you project ideas for different occasions and suggestions of thus using their products. And we can see that the product in this picture is present in our Top 10 list too. Super interesting!
With a huge range of products DeWalt being an all-rounder in power tools, outdoor & equipment, hand tools and accessories, it is 3rd on this list.
2. Products dominating the Best Sellers Ranking
Let's now discover which products stayed the longest time in the Best Seller Ranking for the Home Improvement and Tools category on Amazon this year.
The winner of the year is Washing Machine Cleaner by Affresh.
At DataHawk, our Product Competitiveness Score for this product is 100, a tough nut to crack. As per the chart, Affresh has led the other products by being on rank 1 throughout the year.
The second on the list is “Kid’s Picnic Table” by Lifetime at the price of $54.98, sold by Amazon, and a rating of 4.8 out of 5. This product has been present for 337 days in the top 10. The 3rd spot is acquired by the “Smart Garage Opener” by Nexx Garage, costing $96.00 with 2475 ratings and has been present 331 days in the top 10 (90% of the year).
The above two products have stayed in the BSR list for almost throughout the year, even though they are priced much more than the average price of this category.
In fact, a study at Venveo suggests that the Millennials make approximately 50% of online DIY purchases and them being huge Amazon users makes it pretty propelling, the sales.
3. Most sponsored products
Most sponsored products on keywords “Home” and “Tools” on Amazon US during the period 29/01/19 to 29/01/20.
Thanks to the DataHawk Sponsored Tracker tool, we were able to rank the most sponsored products for any keyword for our given period. We picked the keywords "Home" and "Tools", being the most relevant for the “Home Improvement and Tools” category, We found 881 products that have been sponsored for "Home" and 656 for "Tools" on Amazon US in 2019.
Here are the Top 3 most sponsored products for "Home"
The best-sponsored product for the "Home" keyword is the Homesick Scented Candle by Homesick, sponsored for 90 days (24% of the year). It is followed by the Air purifier by Guardian Technologies, sponsored during 73 days and the Air Purifier by LEVOIT, which has been sponsored 73 days.
Have a look at the top 3 most sponsored products for "Tools":
The best-sponsored product for the "Tools” search query is the Mechanics Tool Set by CRAFTSMAN. It has been sponsored for 47 days, so 13% of the year. It is followed by Magnetic Screw Tool by Jsbrothers with 41 days and Ratchet Wrench Set by MPT for 39 days.
4. Price, ratings and reviews trends
The last part of our research article deals with price, ratings, and reviews trends for the top 10 Best Seller Ranking products.
We looked at the most expensive product, the cheapest one, the product with the highest rating, and the one that has received the fewer reviews (and still make it to the top 10!)
Here are the results:
The average price for the Top 10 is $27.24, the average review is as high as 3766, and the average ratings are around 4.4 out of 5.
The product with the highest price is the Smoke Detector by First Alert, at $277, and the product that received the highest amount of reviews is the Cleaner Tablets by Affresh with 42,736.
“Kid’s Picnic Table” by Lifetime is a product that has the best rating, that is, 4.9 out of 5 has also appeared in our “products dominating the BSR” list, scoring Rank 2.
Amazon still has wells of untapped potential for the home improvement category, such as building materials, hardware, flooring, lighting and power tools. Interestingly, cross-shopping with Amazon is significantly becoming popular among Home Depot and Lowe’s shoppers. The customers, however, do not really show the first interest in buying traditional home improvement products from Amazon but the practice of cross-shopping is increasing rapidly that signals the potential to capture more home improvement business by Amazon.
Let us know how you feel about this episode, and see you soon for more ;)