DataHawk SoV Analysis: Electric Toothbrush & Accessories

We did our research on the segment “Electric Toothbrushes” on Amazon US.

We leveraged DataHawk's Amazon keyword position tracker to analyze the competitive dynamics around the keywords, "electric toothbrush, kids electric toothbrushes, toothbrush, electric toothbrush kids, kids toothbrush" in Amazon US by looking at products that appeared the most on the first page of search results over the past 59 days in the US. 

We analyzed 775 products from 286 brands ranking on the Keywords, "electric toothbrush, kids electric toothbrushes, toothbrush, electric toothbrush kids,  kids toothbrush".

Oral-B & Colgate are found to be the top two brands with 87 & 59 products each with a total share of voice of 34.4% on page 1 on Amazon US. Fairywill is in the third position and Philips Sonicare is in the fourth position. The top 4 labels in this segment capture a 49.9% share of voice in the Electronic Toothbrush segment on Amazon US

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 segment "Electric Toothbrush."

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 Brand, as seen above, is Oral B, priced at an average $64; it has a share of voice of 22.7%. Colgate is the nearest competitor to Oral B in terms of their share of voice. However, it is striking that with almost half the number of products and have a lower range of pricing, Colgate is ranking #2, leaving behind Philips Sonicare with the third-highest number of products and the highest average price in the Top 30 brands for Electric toothbrushes on Amazon US.

The 32$ average priced brand, Fairywill is on the third rank in terms of Share Of Voice on the digital shelf with only 21 products, half the products of Philips Sonicare ranking on page 1. The best average rank #19 is dominated by Brusheez & Sboly

It is significant that none of the Brands in the top 5 have made it for an average ranking near 19. However, the top 5 brands are all are very closely competing on their average rankings with ranks #30, #32 & #33. 

Brands like, GUM & SEAGO with number of products more than 10 are still struggling with their share of voice on page 1.  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. Although the top 4 brands with the most presence on page 1 have the highest products, it is undeniable that they have great brand presence not only on Amazon but also on other platforms.

In general, the average price is a great indication of how pricing is impacting the organic ranking results on Amazon. But the results for this segment are not what we expected. The brand with the highest average price - "Philips Sonicare" priced at $120, followed by Burst, priced at $91, have a total share of voice of only 8%, out of a total of 286 brands that we have analyzed. However, the share of voice of the brands priced above the average price of the segment is 45.8% The other brands in the top 30 are left with a share of Voice of 39.5%  

The best average ranking list is dominated by Brusheez & Sboly with only 6 & 2 products only. Next in the list is the with 4 products at rank #20 is Vekkia followed by Amazon’s Solimo, the only Amazon brand to be ranking organically, in top 30, on page 1. In fact, Solimo brushes are the lowest average priced out of the top 30 brands in the segment "Electric Toothbrush"

In fact, the top manufacturing companies are concentrating on catering to various preferences of consumers and achieve a competitive advantage in the market. For instance, in 2019, Oral-B launched its Oral-B Genius X electric toothbrush, which uses artificial intelligence to help consumers brush better.  Moreover, companies are focusing on catering to the specific needs of consumers which vary from different age groups.

We also found that the top 10 Brands in this Niche capture a 65.8% 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,  Arm & Hammer is priced one of the lowest in the segment, with a total of 7 products and is quite competitive with other frequently purchased electric toothbrush brands. It is striking how with only 7 products, they have a share of voice of 2.8% competing strongly with the rank#4 brand, “FIREFLY” having 20 products ranking on page 1 with a share of voice of 2.9%

Church & Dwight’s SpinBrush, (a Procter & Gamble brand acquired by Church & Dwight in 2005) is a leader in the battery-powered segment of the toothbrush segment with a range of product offerings for both adults and children. It is striking that it has made it to the top 30 with only one product ranking organically on page 1.

Want to analyze the same for your favorite search query and understand how you can monitor organic performance and map share of voice? Read here.

2. Share of Voice Sponsored Ranking Leaderboard

Here is an overview of the brands that had Amazon sponsored products spending the most time in the top rankings for the analyzed for the keywords “electric toothbrush, kids electric toothbrushes, toothbrush, electric toothbrush kids, kids toothbrush.”

A striking average rank #1 for all the brands with sponsored products in the top 30 in the “electric toothbrush” segment.  

3 out of the top 10 Brands, with 20, 7 & 13 products in the organic section have no products as sponsored on Page1. 

Oral B ranking with 87 products in the organic section has only 23 products as sponsored on page 1. Only 91 products out of a total of 775 are sponsored on page 1 in this segment. The rest of the products have a Share Of Voice of only 17.7% and are placed on the later pages.

In the sponsored products section, the brands with the most products have the highest share of voice on Page 1. The top 4 brands are bagging an SOV of 56.8% with a total of 62 out of 91 products in this section. 

The brand with the highest average prices are the same as that in the organic section, “Oral B & Burst”

Burst made it to page 1 with only 2 products as sponsored. It is priced at $85, much higher than the average price of the segment in the sponsored section, $33.

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 segment.

It can be inferred that the competition in this segment is super high, among the top brands. A product in this segment with a great brand presence, good ratings, and reviews could make it to the top 30 for sure. It is seen that brands that have solutions for all ages and needs are leading the charts in this niche.

It can be inferred that the competition in this segment is super high, especially for the top 10 rank positions. A product in this segment with good ratings and in the average price range could make it to the top 30 for sure.

The global electric toothbrush market is highly competitive with the presence of prominent players competing to gain market share. Many companies are therefore investing in product development and expanding distribution channeling in order to gain a competitive edge in the market.

3. The Organic vs. Sponsored Products SoV Leaderboard

It can be seen here that the most sponsored products come from the brands Oral-B, Fairywill, Colgate, Brusheez & Vekkia. It is significant that FIREFLY, Yuantongshun & GUM are three top brands in the Top 10 list ranking organically with no sponsored products. They have a combined 8% share of voice on the first page. The competition for this keyword “electric toothbrush, kids electric toothbrushes, toothbrush, electric toothbrush kids,  kids toothbrush.” is seen to be tough but with the right insights and correlations, it is vincible.

40% of brands having products ranking for this Keyword are ranking organically with no sponsored products. It can be said that the toothbrush business may be there for the taking for the company that cracks it right, both organic as well as sponsored rankings.

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, Oral B, Colgate, Fairywill, Philips Sonicare & FIREFLY 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. Colgate and Firefly are competing on the basis of there pricing and average rankings. Overall, prices in the Electric Toothbrush segment are quite varying. 

We could easily identify one or two brands in any price segment, as shown on the graph. This also means, while mapping your Amazon competitive landscape for this segment, you need to first filter by price range and then see who your competitors are in your desired price range along with the subcategories you have products in.

You can do this using simple filters on DataHawk. Learn with us.

However, we can break the segment into two where the top products are capturing their own individual price and share of voice spots and competing on it, and all the others are grouped under the average price range of $50, and a share of voice under  2.5%

 With the highest average star ratings in the segment, Oral B is leading the tribe. Our study on this sub-segment helped us identify Oral B, Colgate, Fairywill, Philips Sonicare, FIREFLY & Arm & Hammer as the leading vendors in the electric toothbrush market. The trends contributing to this market’s growth is the rising demand for innovation based on consumer preferences and needs.

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 Electric Toothbrush segment. 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. Read our 2min guides and use cases to master ranking on Amazon.

In case you need help to draw insights from your data, you can check DataHawk's Amazon Advisory Services right here.

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