DataHawk Research: Amazon Home & Kitchen Best Sellers

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 a broad category on Amazon: Home & Kitchen. With over 86 million products and counting, it’s considered one of the most profitable categories for brands and sellers. We focus on the top-selling products for the period from 11/26/18 to 11/26/19, so a full year.

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 Home & Kitchen category:

Ten brands are represented, including Instant Pot, Mellanni, SafeRest, Simplehuman, Liba, Brita, Bedsure, Poo-Pourri, GreaterGoods and Amazon Basics.

Instant Pota brand of kitchen appliance is leading the ranking with 7 products and a Presence Rate of 78%, followed by Mellannia bed sheets brand with 2 products and 70%, and finally SafeRest, a mattress brand, complete the podium with 2 products and 69% of PR. Amazon Basics ends the top 10 with 3 products.

Takeaways:

- At least one InstantPot’s product has been present in the top 10 78% of the time.

-  Liba and GreaterGoods have managed to be 59% and 22% of the time in the top 10 with ONLY one product.

- Three products in the top 10 are related with beds and sleeping comfort. People are willing to pay to sleep better.

Moving on to the brands with the most products in the top 10:

Instant Pot is dominating the ranking with 7 products that ranked in the top 10, followed by iRobot, the vacuum robot brand with 4 products and Ninja with 4 products also.

2. Products dominating the Best Sellers Ranking

Let's now discover which products stayed the longest time in the Best Seller Ranking for the House & Kitchen category on Amazon from the 11/26/2018 to the 11/26/2019

And the winner is:

The big winner of the year is The Sheet Set Brushed Microfiber by Mellanni, a brand that is performing exceptionally well this year. With a price of $27, the product has 63,467 reviews (!!!) and a rating of 4.4 out of 5. It's sold by Mellanni, is fulfilled by Amazon and has been in the top 10 252 days. The Sheet Set by Mellanni is an A+ quality product , with a fantastic amount of reviews and ratings. If you need inspiration on how to work on your listing, have a look at this product!

Coming close in 2nd and 3rd place are the Mattress Protector from SafeRest and Drawsting Trash Bags from Superhuman. It's an excellent performance for Superhuman, reaching the top 3 of the year with trash bags for $6.49: recurring orders are an excellent source of income for you, and once you get the trust of your consumers, it's a highway to success.

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 "Coffee Maker" and "Bed Sheet", and found 571 products that have been sponsored on the keywords « Coffee Maker » and 728 products for « Bed Sheet » on Amazon.

Here are the Top 3 most sponsored products for "Coffee Maker":

The best sponsored product for the "Coffee Maker" search query is the Brew 9 Cup Coffee Maker by OXO. It has been sponsored for 185 days or a little more than half the year! It is then followed by Nespresso by DeLonghi with 161 days, and Breville Vertuo for 117 days.

Here are now the Top 3 most sponsored products for "Bed Sheet":

The best sponsored product for the "Bed Sheet" search query is the  Luxury Pillowcase Set by Mellanni. It has been sponsored for 52 days, so 14% of the year. It is then followed by Unique Bedding's Soft Egyptian Cotton with 161 days and HC Collection's Hotel Luxury Comfort that comes last with 117 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 that appear in the House & Kitchen category on Amazon from the 11/26/2018 to the 11/26/2019.

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 $55.7, the average review is as high as 9,776, and the average ratings are around 4.3 out of 5.

The product with the highest price is the Nectar Twin XL Mattress for $569, and the product that received the highest amount of reviews is...the Mellanni's Sheet set Microfiber with 63,467 reviews (crazy, right?) which is also the product that dominates the Best Seller Rank.

To download the full report, follow this link: https://datahawk.typeform.com/to/gyPBGZ

Let us know how you feel about this episode, and see you soon for more ;)