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How Brands Can Maximize Easter Sales Online, as Cadbury and Grenade Take Top Chocolate Spots on Amazon UK

April 5, 2017
Jannie Cahill
Written By
Jannie Cahill

In the run-up to Easter, Cadbury and Grenade are the best-selling brands in the Chocolate category on Amazon UK, according to the latest Amazon FastMovers* report from Profitero.

Both Cadbury and sports nutrition specialist Grenade have 11 products each in the top 100 best-selling chocolate products in February 2017, followed by Galaxy (with 7 products), Ferrero (6) and Nakd (6). The top Cadbury product in Amazon UK’s Top 100 Best Sellers is a 48 box of Creme Eggs.

Best-Selling Chocolate brands on Amazon UK, February 2017

# of Products by Brand in Amazon UK’s Top 100 Best Sellers in the Chocolate category

Brand Number of Products
Cadbury 11
Grenade 11
Galaxy 7
Ferrero 6
Nakd 6

Source: Profitero’s Amazon FastMovers UK Chocolate report, Feb 2017

Profitero director of strategy and insights EMEA, Andrew Pearl explains: “The UK has the highest proportion of FMCG sales through eCommerce in Europe, and it’s continuing to grow.  With Amazon now dominating eCommerce with formats like Amazon Fresh, Prime Now and the Amazon Dash button, brands need to understand how they can capitalise on retail’s fastest growing channel.”

Profitero has analyzed how confectionery brands can maximize sales on the digital shelf. Here are its five key pillars:

1. Understand the basics of the confectionery category online

Don’t just focus on your own products.  Fully understanding what your competitors are doing and who the category best sellers are. One continuing trend we see across many eCommerce categories is the growth of ‘challenger’ brands, which are driving online sales.

Profitero’s FastMover reports highlight best sellers by category, as well as revealing important factors such as product rating, number of product reviews and average price, enabling you to monitor and benchmark your product’s performance every month.

2. Drive discoverability through search

Best-in-class product titles and descriptions use the language that your shoppers use to describe your products.  Be sure to optimize your product titles and descriptions with seasonal keywords (eg. Easter, Valentine’s Day) to improve your organic performance, and consider sponsoring search results or category pages so shoppers can easily find your products.

3. Maximize conversion through optimized product content

Give your brand the best chance of maximizing conversion on Amazon by using product images that are high resolution, front facing and with a white background. Make use of bullet points to call out key product features.  Use A+ (enhanced) content, such as video and rich media, to create engaging content that builds trust and confidence with your shopper.

Source: Example of Lindt product content on Amazon

4. Increase sales through ratings and reviews

Research shows the more online reviews a product has, the higher its sales – and the confectionery category is no exception. We’ve analyzed the 100 best-selling chocolate products on Amazon in the US, UK, France and Germany.  In each of these markets, the average product in the top 10 has significantly more product reviews than the average brand in the top 100. 

5. Master the basics: always be available

Ensure your product is in stock. You’ve done the hard work of creating best quality images, optimizing your titles for discoverability, and investing in keyword sponsorship – but if your products simply aren’t available, you’re never going to win online. The best way to do this is through daily monitoring of your stock levels via Vendor Central, or by using automated tools like Profitero.

*Profitero’s FastMovers reports monitor Amazon’s best-seller lists daily and analyse product performance over specific time periods to produce a cumulative ranking of best-selling products. Brands are ranked by the number of products that appear on the e-tailer’s Top 100 Best Sellers during specific time periods.

Subscribe to our free Amazon FastMovers reports to monitor the best-performing brands across key categories on Amazon.

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