DataHawk SoV Analysis: Sandals
In December 2019, U.S. shoe retail store sales amounted to 4.3 billion U.S. dollars. In April 2020, store sales fell to 398 million U.S. dollars due to the impact of the coronavirus (COVID-19) pandemic. (Statista).
It was reported in January 2020, that apparel, including footwear, was the most purchased product category on Amazon, rising from fourth place in 2017 when it trailed books, beauty, and electronics. And the most purchased fashion brands on Amazon were Nike, Under Armour, and Adidas, followed by its own private labels.
Let’s have a look at the Sandals (Men & Women) category and the most popular brands of the category on Amazon at the moment.
We leveraged DataHawk’s keyword tracker Amazon to analyze the competitive dynamics around the “sandals” keyword on Amazon by looking at products that appeared the most on the first page of search results over the past 30 days in the US. We analyzed 97 products from 50 brands ranking on page 1 for the Keyword “sandals.”
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 keyword “Sandals”.
The top-performing Brand Adidas as seen above is, priced at an average $30, it has a share of voice of 9.7%. UnderArmour is the nearest competitor to Adidas both in terms of pricing and share of voice. Priced at $20 it has a share of voice 9.5%.
The product with the highest average price – “Birkenstock” priced at $67 has a share of voice of only 5.3%, ranked #5 out of a total of 50 brands that we have analyzed. The average price of the top 10 brands, also having the highest number of products in the category, is $34. This is much higher than the average price of the category.
What is interesting about this category is that the brands with higher prices are having a higher share of voice overall, which is very different from all the other categories that we have studied before. This reflects clearly the impact of branding in Fashion – Men’s and Women’s Fashion category and its sub-categories.
The lowest average price is quoted by Gibobby Women’s Sandals, $7. They have a share of voice of 2.2% only, but what is striking, is that they have managed to be in the Top 15 brands out of a total of 50 brands.
The Top 30 brands that you see here have a 85.5% share of voice, made up of a total of 80 products. The rest 14.5% share of voice is captured by other brands that have 17 products together.
Share of Voice Sponsored Ranking Leaderboard
The top-performing Brand, Adidas with 8 products in the organic section has products as sponsored on Page1. Under Armour, however, with 1 product in the sponsored section makes a 5.6% share of voice.
Out of the top 30, there are only 4 brands with 13 sponsored products ranking on Page 1, with a share of voice of 94.4%. The rest 5.6% of sponsored products from other brands did not make it to the top 30.
Amazon Essentials has a 22.2 % SoV with only 1 sponsored product. In fact, it is the second-best ranked brand in the sponsored category and is also the second-highest priced brand in the category. Amazon Essentials Women’s Buckle Slip-on Sandal has a share of voice byproduct of 43.8%, the highest in the category.
We also found that the average ranking of all the brands among the top 30, that are sponsored in this category is rank#1. The sponsored section is thus highly competitive and top brand competing in this section are – “REEF”, “Skechers”, “CROC”, “Amazon Essentials” & “CUSHIONAIRE.”
At DataHawk, we also compute Amazon 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 is our scorecard for the top competitor in this category.
It can be inferred that the competition in this category is super high, especially for the top 5 rank positions. A product in this category with a high number of reviews, good ratings, and in the higher price range could make it to the top 30 for sure.
The Organic vs. Sponsored Products SoV Leaderboard
It can be seen here that the most sponsored products come from the brands – CUSHIONARE, Amazon & CROC .
It is significant that Adidas, the top brand is ranking organically with no sponsored products. They have a 9.7% share of voice on the first page. The competition for these keywords “Sandals, Men Sandals & Women Sandals” is seen to be tough but with the right insights and correlations, it is vincible.
Very strong competition for this keyword is seen. DataHawk also gives the search results and search volume that helps you analyze a keyword and see what keywords your competitors are ranking on.
Most of the products ranking for these keywords are ranking organically. 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.
The Organic Share Of Voice vs. Average Selling Price
The most sponsored brand has a close organic competitor, Nike, that has zero sponsored brands in the category. However, the closest is Quicksilver with 3 products, a share of voice of 2.9%, and an average price of $23. Quicksilver is ranked organically higher than Cushionaire without any sponsored products.
Falling in the category of high priced brands, REEF has a share of voice of 6.8% with 7 products on the shelf. The chart shows that REEF has made its own space in the category winning a bronze for its organic ranking.
Clarks is a brand that is the highest priced among the brands that are ranking low on the organic chart. This does give us an idea of the brand’s competitors but, here’s an insight, high pricing does not necessarily lead to better organic ranking. 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.
Our study helped us analyze the best and lowest-ranked products in the Mascara category. Understanding why some products are best-sellers gives a blueprint to brands and sellers to follow.
Read our 2min guides and use cases to master ranking on Amazon. Also, In case you need help to draw insights from your data, you can check DataHawk’sAmazon Advisory Services right here.