Cyber Monday 2021 USA: Which brands are winning over online shoppers?

After a stunning performance on Black Friday, Samsung triumphed again as the best-performing TV brand on Cyber Monday. It lost one top 3 listing on Amazon for the term “TV” to Amazon’s own product but took one top 3 position from TCL on Walmart. 

For “Smart TV”, Samsung again dropped to 2 of the top 3 on Amazon while  TCL  gots its revenge on Walmart by stealing back a top 3 place from Samsung.

Samsung’s share of the top 10 on Best Buy for “Television” dropped from 70% on Black Friday to 20% on Cyber Monday. Insignia was the biggest beneficiary, increasing its share to 30%. Samsung, however, took the 2 top positions on Amazon for “Television” from Sony. It also continued its battle with TCL for Walmart’s top 3, this time pushing TCL out.

Apple was nowhere to be seen in the top 10 on Amazon for “Laptop”, despite leading the way on Black Friday. Instead, Dell claimed 2 top 3 sponsored search positions, ahead of HP. Similarly Bose grabbed the top 3 search results from Oontz on Cyber Monday for the term “Bluetooth Speaker”, growing its total share of the top 10 to 50%.

Beats by Dre and Tuniyo held onto their top 3 search positions for the terms “Headphones” and “Wireless Headphones” respectively. Outside of this, Donerton and Anker dropped from the top 10 for “Wireless Headphones”, replaced by Deegotech and Sony.
 

Cuisinart, top-performing brand for “Coffee Maker” on Black Friday, held on to that position on Cyber Monday. It increased its share of top 10 on Amazon to 50% and featured in all of the top 3 sponsored positions. Cuisinart did not appear in the top10 on Target which was led by Mr. Coffee, as was the case on Black Friday.

De’Longhi passed Nespresso (Breville) for the term “Espresso Machine”. Nespresso (Breville) lost the top 3 positions on Amazon which were split between De’Longhi, Calphalon and Wirsh. De’Longhi, however, lost one of its top 10 positions on Target as Capresso entered the top 10.
 

In the Air Fryer category, NuWave built on its Black Friday performance to grow its share of search in the top 10 to 40%, as well as retaining the top 3 search positions. Tuft & Needle also maintained the top 3 for “Mattress” keeping itself as the most visible brand.

There were significant changes for the popular term “Vacuum Cleaner”. Shark lost all of its 50% share from Black Friday, this allowed Hoover to grow to a 30% share of search. However, it was iRobot that capitalized the most, gaining the entire top 3 sponsored search positions.

“Microwave” saw similar large changes in key positions as Winia dropped out of the top 10 with Panasonic growing its share of the top 10 from zeo to 50%.

Revlon was narrowly edged out by ghd as the brand which the greatest share of search* for “Hair Dryer”. Revlon share of the top 10 on Amazon fell from 70% to 20%, while ghd attained the top 3 sponsored search positions. This alone was enough to send ghd to the top.

Conair continued its domination of the term “Curling Iron”, while it’s share of the top 10 on Amazon fell from 30% to 20%, it maintained a 50% share of Walmart’s top 10 and 2 of the top 3 search results on Target.
 

It was all change in other Health & Beauty categories where none of the leading brands, for the search terms analyzed, retained their winning positions on Cyber Monday.

Oral-B is frequently the most visible brand during shopping events for “Electric Toothbrush”, however, hum by Colgate surpassed this year on Cyber Monday, gaining the top 3 sponsored results. 

Maybelline lost its leading position from both “Lipstick” and “Mascara”. Revlon’s share of top 10 for “Lipstick” rose from 10% on Black Friday to a giant 60% on Cyber Monday, with Maybelline falling out of the top 10. Maybeliine’s share for “Mascara '' fell to 40%, matching L’Oreal, however L’Oreal’s share included the top 3 returning products.

Garden of Life grabbed the top 3 sponsored search positions for “Vitamin Supplements” grabbing the title of best-performing brand away from Pedialyte.

Osmo performed well again in Toy categories on Cyber Monday but not as well as Black Friday. It kept a 60% share of the top 10, and the top 3 sponsored results, for “Toys” but its share of top 10 for “Toddler Toys” shrank from 70% to 40%. However, this again included the top 3 most visible products.

Osmo lost this top 3 sponsored products row for “Board Games” to Thinkfun for “Board Games”, making Thinkfun the top performer. There were no such issues for Fred or Barbie, which retained their top 3 sponsored results for “Jigsaw Puzzles” and “Dolls” respectively.

Power Wheels took the key positions for “Remote Control Car '' away from Bezgar.

Our Pet Food themed terms “Dog Treats” and “Cat Food” had the same leading brands on Cyber Monday, Purina and Hill’s, as Black Friday.

For “Dog Toys”, we again saw a large diversity of brands in the top 10, with a small amount of overlap to Black Friday. Playology’s top two returning products was enough to see it replace goDog.

Potorama grew its share from 10% on Black Friday to 60% on Cyber Monday. ts Floppy Fish Cat Toy occupied the top search positions crowning its best-performing brand this year for “Cat Toys”.