In our continuing Amazon FastMovers series (previous posts include Part 1: Analyzing Your Competitors and Part 2: Identifying Emerging Brands), we cover how to use these reports to detect consumer and product trends – helping brands better understand how to improve their eCommerce strategy and performance.
Identifying the Most Popular Product Keywords
Amazon FastMovers provide deep insight into products that are most popular with shoppers, ranking the top 100 best-selling products across Amazon’s key categories every month. These reports also provide significant insight into the words these products feature in their titles.
If we take a look at a few categories in our latest reports for December 2016, we can identify some of the most popular keywords by category. For example, in the Toys and Games category, “cards” is the most prevalent keyword in the product title – driven by the popularity of card game ‘Cards Against Humanity’. Likewise in the Electronics category, the term “wi-fi” features in the product title of 28 of the 100 best sellers.
For a brand that sells in either of these categories, a small tweak to how a product is listed on Amazon could have a significant impact on how shoppers find your product – and therefore on sales.
Additional product keywords are used for seasonality. In the Candy and Chocolate category, successful brands use Valentine’s-oriented words explicitly to help drive sales: “Heart” and “Valentine’s” were the most commonly-used words in the top 100 best sellers for the Candy and Chocolate category on Amazon.com in February 2016.
In March 2016, Easter-oriented keywords also helped drive sales. In the Candy and Chocolate category, 11 product titles contained “Easter,” and 6 contained “egg”.
Jumping on holiday and seasonal trends can help brands set themselves apart from the crowd, even if only for a short time.
Identifying Consumer Trends: Voice-Activated Devices
If we look at Amazon’s top 100 best sellers in the Electronics category for December 2016, we can clearly see the significant increase in popularity for voice-activated devices. The top four best-selling products in that category all include voice-activation: Amazon’s Echo, Echo Dot, and Fire TV Stick with Alexa Voice Remote. According to Amazon, they were the best-selling products from any manufacturer in any category across all of Amazon over the 2016 holiday period.
Back in 2015, however, Amazon’s top 100 best sellers in the Electronics category for December told a different story. The Amazon Echo was a top 3 best-seller in the category and the Fire TV stick with Voice Remote was number 7. Out of the top 100 best sellers, these were the only voice activated products on the list – a far cry from the voice-activated dominance we’ve seen in 2016.
Subscribe to our free Amazon FastMovers reports to monitor the best-performing brands across key categories on Amazon. You might also be interested in watching our on-demand webinar: 5 Ways to Optimize your eCommerce Performance with Amazon FastMovers.