The Most Visible Electronics Brands on Amazon.com, Holiday 2018
Kantar Media analyzed the most visible brands appearing in Amazon.com search results for six popular electronic products keywords from November 15 through December 15, including ‘fitness watch’, ‘smartphone’, ‘smart speaker’, ‘tablet’, ‘widescreen TV’ and ‘video game systems’.
As part of the study, we ranked the top 5 brands displaying in Amazon organic and sponsored search results for the six aforementioned keywords based on factors including the percentage of time each brand was found in the top 3 positions on the first search results page, the brand’s average page position and the number of the brand’s listings found.
Unknowns Beat Out Household Names in Fitness Watches and TVs
In two of the six categories, we found lesser known brands beating out household name brands in Amazon search results during the key holiday shopping season.
For instance, the most visible fitness watch brand was not category leader Fitbit but Letscom, which appeared in the top 3 page positions 27% of the time when the keyword ‘fitness watch’ was searched and had an average page position of 5. Fitbit instead ranked second, appearing in the top 3 page positions 12% of the time with an average page position of 10.
Despite Amazon selling television brands such as Toshiba, LG, RCA and Sony, 4 of the 5 most visible brands displaying in Amazon search results for the keyword ‘widescreen tv’ were lesser known brands. SuperSonic, ranked #1 and Tyler, #2, appeared in the top 3 positions 28% and 24% of the time, respectively. For comparison, consumer electronics giant Samsung ranked #3 and appeared in the top 3 positions 17% of the time. Ranked #4 and #5 were the lesser known brands Pyle and Silver Ticket Products.
Such results suggest that Amazon’s advertising platform provides an excellent opportunity for new and emerging brands to reach in-market shoppers directly to drive awareness and sales, without having to invest large sums in traditional media such as TV.
Amazon Brands Dominate Smart Speakers and Tablets
In previous reports we found Amazon brands beating out other advertisers on its site
in unexpected categories such as over the counter medicine and laundry detergent. However, we were not surprised to find Amazon brands dominating the smart speaker and tablet results, considering that Amazon Echo and Kindle are its two biggest and best known product lines.
Amazon Echo products appeared in the top 3 page positions 72% of the time when the keyword ‘smart speaker’ was searched, compared to Sonos’ very strong performance at 24%.
Within tablets, the result was even more dramatic, as Amazon’s Kindle showed up in the first 3 positions 97% of the time when the keyword ‘tablet’ was searched. In fact, out of 22 advertisers sponsoring the keyword ‘tablet’, Apple was the only other brand to appear in the top 3 positions from November 15 through December 15, and it only showed up 3% of the time.
Samsung, Huawei Top Smart Phone Brands
Samsung was the top brand appearing on searches for the keyword ‘smart phone’, primarily due to the sheer volume of listings we found—a total 520, including 478 organic listings and 42 sponsored listings. The #2 brand was Huawei, the subject of much recent controversy due to numerous issues stemming from political, national security and economic conflict between the United States and China. Huawei and the #3 brand Tracfone appeared more often in the top 3 positions than Samsung, but had far fewer total listings than Samsung--211 and 166, respectively. Incidentally, all of Huawei’s 211 listings were organic; the brand did not sponsor listings on Amazon during the period we studied.
Lastly, the ranking of top smart phone brands is notable for the absence of Apple, reportedly the top mobile phone manufacturer in the U.S. by market share. Although Apple’s iPhones are sold on Amazon, they did not show up at all in our study, which measures brand visibility up to the first 40 positions in Amazon results pages.
Nintendo Switch Leads Video Game Systems
Video game systems are at the top of the wish list for many children (and adults) each holiday season, and the top brand on Amazon this year is Nintendo, whose Nintendo Switch game console is a particularly hot item. Nintendo could be found in the top 3 positions 23% of the time when the keyword ‘video game systems’ was searched during the period, compared to 13% for #2 brand Anbernic (promoting a handheld “classic” game console) and 14% for #3 brand Microsoft (promoting its Xbox One). Notably, all 601 of Nintendo’s listings we found during the period were organic. For comparison, Anbernic sponsored 64 of its 313 listings while Microsoft sponsored 89 of its 174 listings.