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Cyber 5 2023: Amazon category winners

November 29, 2023
Becky Carruthers
Written By
Becky Carruthers

According to Forbes, consumers spent $9.8bn in online purchases during Black Friday 2023, up 7.5% year-over-year. Given the challenging economic conditions many consumers are facing, this will be a welcome relief for eRetailers - and traffic to physical stores was up too - though a lower increase of 2-5%.

To better understand consumer demand online, we analyzed products that reached a top 100 best sellers rank* across 12 categories on the world’s largest eCommerce retailer. We then categorised these products as "breakthroughs" if they didn't appear in the top 100 in their categories in the week leading up to Cyber 5 weekend.

Overall we saw that Cyber 5 led to a big shake up of the category leaders, with on average 1 in 3 best sellers being classed as a "breakthrough" during the 4-day event (1 in 5 in the U.K.). The categories that saw the biggest shake up were "Toys and Games" & "Home and Kitchen", which saw a 41% churn (29% & 26% in the U.K.).

Read on to see a summary of "breakthroughs" that reached a top 50 best seller rank on Amazon during this highly competitive shopping period.

Here are some examples of "best seller breakthroughs" in the U.S.:

Screenshot 2023-11-29 at 09.41.38

See all Amazon.com category winners using Profitero’s data set below:

*Best Sellers on Amazon are defined as "Our most popular products based on sales. Updated frequently."

** Breakthrough products are defined as a product that appeared in the top 100 best sellers during Cyber 5 weekend (11/24-11/27) but didn't in the week leading up to Cyber 5 (11/17-11/23)

Here are some examples of "best seller breakthroughs" in the U.K.:

Screenshot 2023-11-29 at 09.41.33

See all Amazon.co.uk category winners using Profitero’s data set below:

*Best Sellers on Amazon are defined as "Our most popular products based on sales. Updated frequently."

** Breakthrough products are defined as a product that appeared in the top 100 best sellers during Cyber 5 weekend (24/11-27/11) but didn't in the week leading up to Cyber 5 (17/11-23/11)

Want to unlock your next best actions for boosting traffic and conversion on the digital shelf? Learn more about Profitero’s Amazon Sales & Share solutions here.

 

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