According to a recent study by Statista, revenue in the Headphones segment amounts to US$15,149 m in 2020. The market is expected to grow annually by 3.9% (CAGR 2020-2025). (STATISTA)
We did our study on "Headphones". We leveraged DataHawk's keyword rank tracker to analyze the competitive dynamics around the keywords, "Headphones, wirelessheadphones, bluetoothheadphones, headphoneswithmicrophone, noisecancellingheadphones, kidsheadphones" in Amazon US by looking at products that appeared the most on the first page of search results over the past 90 days in the US.
We analyzed 121 products from 69 brands ranking in the niche, ”Headphones.” Here is an overview of the brands that had products spending the most time in the top rankings organically for the category "Headphones."
1. Share of Voice Organic Ranking Leaderboard
Here is an overview of the brands that had products spending the most time in the top rankings organically for the category, "Headphones", for the queries - "Headphones, wirelessheadphones, bluetoothheadphones, headphoneswithmicrophone, noisecancellingheadphones, kidsheadphones."
In our Share Of Voice Research, we analyze the number of days during which products belonging to each brand have ranked organically in our desired ranking range, for our analyzed period and for our desired set of search queries. The result is used to compute the Share of Voice and efficiency by product.
The top-performing brands, as seen above, is Mpow, priced at $26; it has a share of voice of 12.4%. LETSCOM is the nearest competitor to Mpow in terms of pricing as well as a share of voice. It is striking that LETSCOM is winning over Bose and Sony that have the same number or more number of products. Bose has 7 products and Sony has 6 products having an overall share of voice of 11.3%, still less than 11.7% of LETSCOM.
As we have seen in our previous Share Of Analysis also, having more number of products is clearly not the criteria for having a larger Share Of Voice in this category.
There are a number of other factors that impact this. One of them is the average price, a great indication of how pricing is impacting the organic ranking results on Amazon. The brands with the highest average price - Bose, Beats, Sony & Apple, priced at $205, $156, $135 & $108 have a total share of voice of 16.3% (7.3%, 4%, 2.6% & 2.4% respectively) on page one.
The average price of the category, however, is quite low, $47. The overall share of voice of brands that are priced lower than or equal to the average price of the category is 68.2% The other brands left with a share of Voice of 26.9% are priced at an average of $99.
POWMEE, one of the top-ranked brands in the Kids Headphones category is the lowest-priced brand in the Headphones category. Priced at $8, POWMEE is ranking at #19 in the Headphones category for POWMEE M1 Kids Headphones Wired Headphone. The brand is ranked #4 in the niche “kids headphones” on page 1 on Amazon.
The rising demand for fashionable and trendy devices coupled with the increasing popularity of virtual learning and gaming consoles among kids is driving the customization of headphones for kids.
It is also interesting to see that most of the brands in the top 30 are ranking around the average ranking of the category, #9. This is a clear indication of the extremely competitive environment in this niche.
Priced at $205 on an average, Bose has the highest number of products on the first page after Mpow. It is interesting to note that the Brands with more number of products do not necessarily have higher Share Of Voice on the digital shelf, as can be seen in this niche.
Next in the list is 10-year old Oneodio ranking with 1 product at an average rank #6. We also found that the top 10 Brands in this Niche capture a 60.2% Organic Share of Voice out of a total of 30 brands that had at least one product that made it to page1.
With its space in the top 10, Cowin in the last 3 years, has been best known for its Best Selling Amazon audio products. It is priced at $99 on an average with 2 products ranking on page 1.
In fact, for the subcategory, “over-ear headphones,” Cowin is ranking #1 for COWIN E7 Active Noise Cancelling Headphones, on page 1.
2. Share of Voice Sponsored Ranking Leaderboard
Here is an overview of the brands that had sponsored products spending the most time in the top rankings for the analyzed for the keywords “headphones,wireless headphones, bluetooth headphones, headphones with microphone, noise canceling headphones & kids headphones ”
It is significant that most of the brands in the sponsored list in the top 30 in the Headphones category have an average rank #1. 24 out of 30 products in the list have sponsored products ranking on page1. 29 products from the top 5 brands are capturing the shelf in the sponsored section, having an overall share of voice of 19.6%
ELECDER ranking with 4 products in the organic section has 10 products as sponsored on page 1, also the brand with most products ranking in the sponsored section. It is interesting to see that ELECDER is another brand in the category, other than POWMEE, which is mostly ranking for kids headphones. 8 out of the 10 ELECDER products on page one are from the subcategory “kids headphones.”
Cowin has the highest share of voice, 26.5% with 6 products as sponsored on page 1. 81 products out of a total of 121 are sponsored on page 1 in this category. The rest of the products have a Share Of Voice of only 22.7% and are placed on the later pages.
The brand with the highest average price, Bose is on page 1 with 3 products as sponsored. It is priced at $326, much higher than the average price of the category in the sponsored section, $58;
At DataHawk, we also compute product competition scores that reflect, to what extent the product is deemed to be competitive on Amazon, and it’s based on a set of parameters such as the Pricing, Reviews, and Ratings of the competing products that are ranking for a given keyword.
Here are our scorecards for the top brands in this category.
It can be inferred that the competition in this category is super high, among the top 30.
It can be seen that, either the brands that have a great brand reputation, for instance, Bose, Apple & Sony, or brands with competitive pricing and more variations in the type of products offered are ranking higher in this category. Star ratings and number of reviews have a definite role to play in this category. We also analyzed the competitiveness of the queries for which the above listed brands are ranking on page 1.
Here are the Keyword Competition Scorecards by DataHawk:
3. The Organic vs. Sponsored Products SoV Leaderboard
It can be seen here that the most sponsored products come from the brand - Cowin. It is significant that Tozo & Noot Products are ranking organically in the top 5 having no sponsored products. They have a combined 9.6% share of voice on the first page.
The competition for the keywords “headphones, wireless headphones, bluetooth headphones, headphones with microphone, noise canceling headphones & kids headphones” is seen to be tough but with the right insights and correlations, it is vincible.
Only 15% of brands having products ranking for these keywords are ranking organically with no sponsored products.
If you are a brand in this niche, it is important to understand how using smart branding and carefully designed packaging, innovative brands are able to differentiate themselves from their competition. It can be said that headphones business may be there for the taking for the company that gets it right.
The global earphones and headphones market is currently highly competitive for vendors. The market remains a little concentrated at the top, with the leading vendors enjoying the majority of revenue shares. However, variations in customer demand across the globe and a consistent need for technological enhancement in product offerings are driving vendors to refine and modify their unique value propositions. Moreover, the influx of new brands and tech startups venturing in the audio sector is further putting pressure on the overall competitiveness of the market.
Consumers are also embracing gaming headsets with stylish and comfortable designs available at an affordable cost. “Mpow,” the winner in this category is also one of the top rankers for the query, “gaming headphones.” The brand is truly making its mark in the headphone market space on Amazon.
Also, the advent of smart functions, such as gesture recognition and voice assistant, in headphones, has increased the popularity of these devices among consumers. Rising demand for fashionable and trendy devices coupled with the increasing popularity of gaming consoles among sports enthusiasts is driving the adoption of smart headphones.
4. The Organic Share Of Voice vs. Average Selling Price
This graph is very helpful to identify the competition on the basis of Average Selling Price. The top 5 brands are strongly competing with each other but they also have their individual spots in this niche.
They have a significant difference in the number of products & share of voice on the shelf but 4 out of 5 are surely competing on the basis of pricing. However, the prices in the Headphones Category are quite varying. We could easily identify one or two brands in any price category, as can be seen on the graph. This also means, while mapping your competitive landscape for this category, you need to first filter by price range and then see who are your competitors in your desired price range along with the subcategories you have products in.
With the highest average star ratings and the highest share of voice in the category, Mpow is leading the tribe. Our study on this subcategory helped us identify Mpow, LETSCOM, Bose, TOZO & ELECDER as the leading vendors in the headphones market on Amazon.
DataHawk enables you to make such an analysis very quickly. Download the complete analysis here.
Our study helped us analyze the best and lowest-ranked products in the Headphones category. Understanding why some products are best-sellers gives a blueprint to brands and sellers to follow. You can get all these tips and tricks with DataHawk.
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