DUBLIN, April 3, 2017. 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 global eCommerce analytics firm 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).
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 analysed how confectionery brands can maximise sales on the digital shelf. Here are its five key pillars:
Understand the basics of the confectionery category online
Don’t just focus on your own products: fully understand 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.
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 optimise 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.
Maximise conversion through optimised product content
Give your brand the best chance of maximising 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.
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 analysed the 100 best-selling chocolate products on Amazon in the US, UK, Germany and France. 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.
Top 10 SKUs - # Product Reviews
Top 100 SKUs - # Product Reviews
Source: Profitero Amazon FastMover Chocolate Reports, February 2017
Master the basics: always be available
Ensure your product is in stock. You’ve done the hard work of creating best quality images, optimising 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.
Profitero monitors what shoppers see and buy online, actively tracking more than 450 million products across more than 5,000 online stores for global consumer brands and retailers. Real-time e-commerce analytics, insights and strategic recommendations pinpoint how to improve daily performance across your sales channels.
Our proprietary digital monitoring technology is uniquely combined with sales data, ensuring that you maintain or increase market share. Many of the world’s leading brand manufacturers and retailers work with us to measure and improve their e-commerce performance, including General Mills, L’Oreal, Beiersdorf, Sam’s Club, Morrisons, Waitrose, Ocado, and Delhaize.