Kantar Media Identifies the Top Shampoo Brands Appearing on Amazon.com

P&G dominates Amazon search results for top shampoo keywords in April

New York, NY, June 19, 2018: Kantar Media, a global leader in media intelligence, today published the results of a study examining shampoo brand performance in Amazon.com search results for April 2018. The company found that P&G’s Herbal Essences, Pantene and Head & Shoulders were among the most visible brands on the retail ecommerce site during the month. Having strong brand visibility in Amazon search results is vital to advertisers because it means greater exposure to in-market shoppers and greater potential for those shoppers to click on and purchase the advertiser’s product.

The study was conducted using Kantar Media’s eCommerce Search Ad Insight solution, a first-of-its kind competitive intelligence tool that provides insight into brands’ keyword-level performance vs. competitors in Amazon.com search results. Specifically, the company used the tool’s ‘Brand Visibility Score’ feature to assess the top five brands on three of the most searched shampoo-related keywords on Amazon.com from April 1 through April 30, including ‘shampoo’, ‘shampoo and conditioner’ and ‘dandruff shampoo’.

Kantar Media assigns a Brand Visibility Score to brands based upon an analysis of a range of search marketing data for that brand on Amazon.com, including the percentage of time the brand’s sponsored and organic listings are found in the top 3 positions on the search results page for specific keywords and the total number of listings found. 

Overall, the study found P&G brands leading for each of three popular shampoo-related keywords that were studied. It also found that purchasing sponsored ads could significantly increase a brand’s visibility on Amazon.

Top Shampoo Brands on Amazon.com - Kantar Media
For the keyword ‘shampoo’, P&G’s Clairol brand, Herbal Essences, led all competitors with a Brand Visibility Score of 14 out of 100. Herbal Essences listings appeared in the top 3 positions on the Amazon results page 17% of the time when ‘shampoo’ was searched by shoppers during the month. Additionally, Herbal Essences listings had the highest number of total listings during the period. Unilever’s Dove ranked second with a Brand Visibility Score of 10. Although Dove listings showed in the top three positions on the search results page 26% of the time compared to Herbal Essences’ 17%, there were far fewer Dove listings found in total during the period—less than 20% of the number of Herbal Essences listings—ultimately making the Dove brand less visible.

On the keyword ‘shampoo and conditioner’, P&G’s Pantene was far more visible on Amazon.com in April than its competitors, achieving a Brand Visibility Score of 36 out of 100 compared to an average score of less than 7 for the other brands in the top five. Pantene listings displayed in the top 3 positions on the page more than half of the time (54%) when shoppers searched ‘shampoo and conditioner’ during the month.

For the keyword ‘dandruff shampoo’, P&G’s Head & Shoulders gained a Brand Visibility Score of 27, with its brand listings displaying a commanding 65% of the time in the top three positions on the results page. Notably, the study also found Head & Shoulders among the top five brands for the two other keywords examined, ‘shampoo’ and ‘shampoo and conditioner’, based entirely on the strength of Head & Shoulders’ sponsored listings. The fact that Head & Shoulders had no organic listings on either keyword suggests that the brand was aggressively using sponsored listings in April to appear on popular keywords where it naturally may not have displayed otherwise. Across all of the top five advertisers for the three keywords studied, a total of 18% of all listings were sponsored ads compared to 82% organic listings.

“Amazon is an important environment to help us win market share for our clients, but sometimes we are making decisions with limited visibility,” commented Neky Romero, Partner, Search Director at GroupM’s Wavemaker. “eCommerce Search Ad Insight helps us make more informed decisions by providing insight into who the main players in our vertical are and whether we can compete. We can then strategize on how to be competitive on top keywords and expand to other keywords that may be beneficial to our business.”

“There is a strong need for insights on brand performance in Amazon search results, such as those published in our study on shampoo brands,” says Manish Bhatia, North American CEO, Kantar Media. “Marketers cannot make informed decisions about their campaigns without true knowledge of how their brand is performing against competitors and where they need to make improvements. Kantar Media’s eCommerce Search Ad Insight is the only solution that provides this level of insight on Amazon.com.”

Brand Visibility Scores range from 1 to 100 with the latter being the best possible score. The relatively low scores among the shampoo brands in the study are common for non-branded keywords, for which many brands will display in search results, as opposed to branded keywords, for which the brand being searched will appear in the vast majority of results. For this reason, brands are more likely to achieve a high score for their own branded keywords. Herbal Essences and Pantene, for instance, each garnered a Brand Visibility Score of 100 for their respective keywords, ‘herbal essences shampoo’ and ‘pantene shampoo’.

For more information on the eCommerce Search Ad Insight product, please visit our site.  

About Kantar Media

Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value. To find out more, please visit us at www.KantarMedia.com.


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