DataHawk Research: Home Improvement And Tools Best Sellers

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.

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 conducted Amazon Market Research at 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:

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.

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.

Most sponsored products on keywords “Home” and “Tools” on Amazon US during the period 29/01/19 to 29/01/20.

Thanks to DataHawk’s Amazon Keyword Tracking, 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.

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 businesses by Amazon.

For such analysis on your preferred category or subcategories, try DataHawk’s Amazon BSR Tracker