DataHawk Research is a blog series that analyze the top products in a given category on Amazon US marketplace and delivers priceless insights on product trends, ratings, reviews, sponsored and more...
Hi everyone 👋
Let's focus today on the best selling product in the Electronics category on Amazon. Amazon has been selling consumer electronics for 20 years. The category launched in 1999, just 4 years after the company’s start as an online bookseller.
In the past 20 years, Amazon has capitalized on the constantly-growing category. The eCommerce giant even offers its own line of consumer electronics.
Here's your recap for the year 2019:
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 this is what we got for the Electronics category:
Amazon private label electronics brands are unsurprisingly dominating the ranking with 35 products, 37 if you count the Amazon Basics products in total (2 more). With many devices that features in the top-selling products list such as Fire Stick, Kindle, Echo, Amazon have become the third best-selling electronics in the U.S. in 2018 according to Euromonitor.
Amazon offers their name brand electronics at prices that hardly cover the cost to manufacture the items. They know that if their customers buy other Amazon services — like Amazon Prime — they’ll more than recoup the costs.
This helps Amazon stay incredibly competitive as both an ecommerce seller and an electronics manufacturer.
We got other takeaways for you:
-> Amazon & Roku had at least 1 product in the top 10 Best Sellers in the Electronics category for the full year.
-> Wyze Labs has succeed to be present 85% of the time in the top 10 with only 2 products.
-> Only 2 out of the 5 companies of the GAFAM are represented in the list, Microsoft (Surface...), Facebook (Portal) and Google (Chromecast, Pixel...) are missing
Moving on to the brands with the most products in the top 10:
Amazon, as seen above, is controlling the ranking with 35 products in the top 10, followed by Roku with 6 products and Ring with 5 products. Ring is a smart doorbell camera system and is making a killing right now. Maybe should we write an article on the Smart Doorbell market on Amazon, would you be interest? Leave us a comment below :)
2. Products dominating the Best Sellers Ranking
Let's now discover which products stayed the longest time in the Best Seller Ranking for the Electronics category on Amazon this year.
And the winner is:
The big winner of the year is Amazon Fire Tv Stick 4K by Amazon. The media stream stick business is booming, and Amazon is competing with big names on this market with Apple (Apple TV), Google (Chromecast), Ndivia (Shield TV). Bu with a price of $49.99, the product has 62,448 reviews, and a rating of 4.5 out of 5. It's sold by Amazon, is fulfilled by Amazon and has been in the top 364 days of the year, so basically the full year. The Amazon Fire Tv Stick 4K is the Mona Lisa of product listing , with a fantastic amount of reviews and ratings. It is not surprising, but if you need inspiration for building a perfect listing, look for the best, look for this one!
Coming close in 2nd place is another product from Amazon, and another Fire Stick! Except that this one doesn't come with 4K resolution and cost around $10 less than the first one. In 3rd place comes the Wyze Cam Indoor Wireless from Wyze Labs, at a price of $25, has 15,943 reviews and a 4.3 ratings. It's a masterstroke from Wyze Labs to hit the 3rd spot in this list, showing the real enthusiasm of the consumers for Smart doorbell this year.
3. Most sponsored products
Thanks to DataHawk Sponsored Tracker tool, we were able to rank the most sponsored products for any keyword for our given period. We picked the keywords "Camera" and "Television", 2 categories where there's no existing Amazon Devices (yet) so we could explore new horizons. We found 583 products that has been sponsored for "Camera" and 265 for "Television" on Amazon US in 2019.
Here are the Top 3 most sponsored products for "Camera":
The best sponsored product for the "Camera" keyword is the Canon EOS Rebel T7i DSLR Bundle by Canon, sponsored for 122 days (33% of the year). It is followed by the Panasonic LUMIX FZ80 sponsored during 97 days and the Nikon Coolpix P900, that has been sponsored 96 days. It's a great picture of the competition on this keyword, where three big actors of the camera industry are investing in ads with different strategies.
Have a look Top 3 most sponsored products for "Television":
The best sponsored product for the "Televison" search query is the LG 4K Ultra HD Smart OLED TV by LG. It has been sponsored for 216 days, so 59% of the year. It is followed by another LG television, LG Electronics 4K Ultra HD with 153 days and Toshiba Smart Fire TV Edition with 138 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 less reviews (and still make it to the top 10!).
Here are the results:
The average price for the the Top 10 is $73, the average review is as high as 22,841, and the average ratings are around 4.3 out of 5.
The product with the highest price is the Pro Mesh Wi-Fi System from Eero for $399, and the product that received the highest amount of reviews is the Amazon Fire Stick TV 4K with 62,448 reviews which is also the product that dominates the Best Seller Rank.
Let us know how you feel about this episode, and see you soon for more ;)