As of the third quarter of 2018, Amazon's global profits are at an all-time high. The tech and retail giant is now responsible for one out of every three pounds spent in online retail in the UK and ranks as the 5th-largest retailer by sales after only the big four grocers.
For Health & Personal Care brands, Amazon.com is key retail partner. HPC is Amazon's largest household consumables category and it continues to grow faster than most. So as the holidays rapidly approach, let's look at the state of HPC on Amazon.com and within the wider US retail landscape.
Don't let its small size fool you: the Kitchen Accessories category is fiercely competitive. It's a perfect example of what happens when a demand remains unmet by first party brands (1Ps), with two predictable consequences: one, third party sellers (3Ps) fill the void and come to dominate the category; and two, Amazon leverages its home-field advantage to meet the demand with new private label products.
The small kitchen appliance market is one of today's most exciting spaces. The huge amount of growth, innovation and consumer engagement taking place in small kitchen appliances makes it the envy of the Home & Kitchen product group.
This is the third of our 11-part series on driving traffic and conversion on Amazon. Here we take a look at a few more ways brands can generate more traffic and win at search, and in parts 4 and 5 we’ll examine some ways brands can turn that traffic into sales.