While category leadership pre-Cyber 5 doesn’t guarantee leadership during and post-Cyber 5, it is certainly the most favorable position to drive going into the holiday season.
Below you will find the Cyber 5 Front Runners in this category across the top 3 US category retailers. We will be tracking the ecommerce performance of these and other top category brand leaders in the days leading up to Thanksgiving and during the Cyber 5 weekend, and will recap the Cyber 5 Finalists that emerge victorious post-event!
The top 3 retailers for facial tissues in the US are Amazon, Walmart.com, and Costco.com. Looking at the rankings of the top 5 brands at each retailer, what's immediately striking is the lack of 1P assortment on Walmart.com and Costco.com, which is matching in-store assortment rather than taking advantage of the infinite digital shelf. Kleenex and house brands are on all three lists, while Puffs appears on Amazon and Walmart.com. Solimo, one of Amazon's more successful house brands, makes the Amazon Top 5 - watch for this brand to move up the rankings as the Cyber 5 approach and Amazon gets more aggressive with their support. Otherwise, we may not see too much movement in this category unless there are promotions planned from some of these brands to take advantage of holiday traffic.