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Amazon holds more than 90% market share in 5 different product categories [Report]

Amazon is eating the world. Two recent reports illustrate just how much.

In her annual report on Internet trends, published Wednesday, Mary Meeker, a Kleiner Perkins associate, cited a Morgan Stanley study on the dominance of an e-commerce actor. While online sales are increasing overall, Amazon's share in the gross value of e-merchandise has increased from 20% in 2013 to 28% in 2017, while the combined share of all others has decreased.

A report [registration required] by Jumpshot, an online consumer behavior analytics platform, released this week, shows that Amazon dominates e-commerce sales in several categories. The company had over 90% market share for online purchases in home improvement tools, skin care, batteries, golf, and kitchen and dining room accessories in the first quarter of 2018.

To track the number of online purchases on 100 million devices from 500 different retailers and e-commerce markets, Jumpshot reports that Amazon has taken 97% of the battery shopping market online in the first quarter of this year, with a 94% share. kitchen and dining product purchases, a 93% share of renovation tool purchases, a 92% share of golf product purchases and a 91% share of health care product purchases. the skin.

Yes, that means that on all online skin care purchases followed by Jumpshot, for example, only 9% occurred in areas such as Target and Walmart and vertical sites like Sephora and Ulta. Amazon accounted for everything else.

2018 Q1 Amazon market share

Source: Pichenette

Not only does Amazon have market shares in different product categories, but its consumption is increasing. Looking at growth from one quarter to the other between the fourth quarter of 2017 and the first quarter of 2018, Amazon has gained shares in the seven product categories listed in the report. Amazon's cleaning product purchases saw their market share increase by 13% between the last quarter of 2017 and the first quarter of this year.

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Private house landscape

Jumpshot also tracked private brand conversions on Amazon, Walmart, Macy's, and Target – and found that Amazon was also a leader in this field, but not quite so resolutely.

Amazon accounted for 61% of online private label conversions followed in the first quarter of 2018, while Walmart, Target and Macy's held 39% of those sales.

Share of private label conversion 2018 Q1

Source: Pressures

AmazonBasics, a private label of Amazon, accounts for 88% of Amazon's private label products, says Jumpshot.

The electronics played an important role in Amazon's leadership in MDD conversions. If we exclude electronic product conversions from private label numbers, Amazon's share jumps from 61% to 26%, with Walmart, Target and Macy recording 74% of private label conversions.

Jumpshot explained to Marketing Land: "The electronics category includes products like rechargeable cables and batteries which, because they are purchased a lot more and in greater quantities, provide Amazon with an incredible amount of Purchases – far more than any other category where they have private brands, and much more than one of the closest competitors. We see, for example, AmazonBasics cables surpassing Anker cables at a rate of nearly 3-1. "

On the other hand, private label purchases from Walmart, Macy's and Target are more concentrated in the categories of clothing for the home and / or for women. More than one-third of Walmart's online private label sales came from the shelter category in the last quarter. Women's clothing accounted for more than half of Macy's private label conversions. Together, women's clothing and home accounted for 39% of Target's e-commerce conversions in the first quarter.

Source: Pressures

As Meeker points out in its report, e-commerce continues to accelerate and gain as a percentage of overall sales – reaching 13% of retail sales in 2017. Jumpshot data shows that retailers still have opportunities in home brands and other categories, but they will struggle to compete on commodities in particular.


About the author

Amy Gesenhues is the general reporter for Third Door Media, covering the latest news and updates for land and search engine marketing. From 2009 to 2012, she was an award-winning columnist for a number of dailies in New York, Texas. With over ten years of experience in marketing management, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more articles from Amy.