A Share of Voice Analysis of Amazon Electric Toothbrush & Accessories

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“.

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.

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%

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%

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.

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.

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, 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.

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.

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.