March 5, 2021

Amazon MPS Benchmark: How Top Pet Supplies Brands Compare in 2021

By Burke Alder / Marketplace Performance Score, Pet Supplies, Amazon

To win on ecommerce marketplaces, brands need to maintain strong year-over-year revenue growth. But without a holistic view of their current ecommerce health, they’ll never know the blockers stopping them from reaching their full revenue growth potential.

To help brands capitalize on missed revenue growth opportunities and understand the full picture, Pattern’s data analysts developed a rating index called the Marketplace Performance Score™, or MPS™. MPS is a new standard brands can use to take a holistic approach at analyzing their marketplace revenue performance based on three strategic drivers:

MPS: Traffic X Conversion X Price = Revenue Growth

If you are a C-Suite executive (CEO, CFO, VP of Legal, VP of Sales, VP of Marketing, VP of Ecommerce) looking to take a holistic approach to your marketplace ecommerce strategy and revenue results, MPS can help you accurately and quickly gauge your ecommerce performance.

What is a Marketplace Performance Score (MPS)?

MPS is the standard executives use to benchmark their revenue potential and competitive position on ecommerce marketplaces around the world. Pattern’s data scientists developed the MPS score based on key revenue drivers of the fastest growing brands on marketplaces around the world.

This MPS Benchmark Report takes a look at top Pet Supplies brands on Amazon.

Marketplace: Amazon

Category: Pet Supplies Brands

We analyzed 10 Pet Supplies brands by Marketplace Performance Score (MPS) on Amazon. Here are the top 10.

Marketplace Performance Score Top Pet Supplies Brands on Amazon 2021 | Pattern Blog

To determine MPS, we analyze a variety of metrics related to traffic, conversion, and price to determine individual subscores that then tally into the total MPS score. Here’s a breakdown of the Amazon Pet Supplies MPS scores by traffic, conversion, and price.

Traffic: Top 10 MPS rankings of Pet Supplies brands on Amazon

MPS Report Overall Traffic for Top Pet Supplies Brands on Amazon 2021 | Pattern Blog

The top three Traffic MPS scores for Pet Supplies brands on Amazon were split between these six brands:

    1. Natural Balance
    1. Dr.PAWPAW
    1. Vetoquinol
    1. NaturVet
    1. Zesty Paws
    1. Wisdom Panel

Traffic is the first strategic lever to drive revenue on marketplaces. The MPS score on traffic breaks it into three key areas:

  • Paid Traffic
  • Organic Traffic
  • Marketplace Coverage

Paid Traffic takes into account advertising efforts—analyzing the keyword strategy, ad program(s), and ad tactics being leveraged. Organic Traffic looks at how well the brand is currently capturing organic traffic in the category and the potential to grow organically vs. its upside for organic growth. Marketplace Coverage refers to how many global marketplaces (Amazon, eBay, Walmart, etc.) the brand’s products are being sold in. The more marketplace coverage, the higher the score.

Conversion: Top 10 MPS rankings of Pet Supplies brands on Amazon

MPS Report Overall Conversion for Top Pet Supplies Brands on Amazon 2021 | Pattern Blog

The top three Conversion MPS scores for Pet Supplies brands on Amazon are:

  1. Vetoquinol
  2. PetSafe
  3. Zesty Paws

Conversion is the second strategic lever to drive revenue on marketplaces. The MPS score on conversion breaks it into five key areas:

  • Listing Titles, Bullets, Descriptions
  • Images and Videos
  • Content
  • Ratings & Reviews
  • Competitiveness

Listing Titles, Bullets, Desc looks at the degree to which the brand is utilizing best practices on its products pages in titles, bullet points, and descriptions. Images and Videos looks at how well the brand is using quality and optimized images and videos to help convey product features and benefits.

Content is how well the brand is conveying its voice and branding across the marketplace (e.g. Amazon A+ Content, branded storefront page, etc.). Ratings & Reviews explores how well the brand’s products are being accepted by marketplace shoppers according to ratings and reviews.

Competitiveness examines the use of effective promotional elements on the product such as the Amazon Prime badge, sponsored listings, coupons, Best Seller or Amazon’s Choice badges, Subscribe & Save, etc.

Price: Top 10 MPS rankings of Pet Supplies brands on Amazon

MPS Report Overall Price for Top Pet Supplies Brands on Amazon 2021 | Pattern Blog

The top three Price MPS scores for Pet Supplies brands on Amazon are:

  1. Zesty Paws
  2. NaturVet
  3. 4-Legger

Pricing is the third strategic lever to drive revenue on marketplaces. The MPS score on pricing breaks it into four key areas:

  • Channel Conflict
  • Number of Sellers
  • Product Compliance
  • Cross-Channel Consistency

Channel Conflict compares marketplace prices to other ecommerce marketplaces and websites to assess the perceived risk of channel conflict occurring between the brand’s retail partners. The higher the score, the less the likelihood of Amazon undercutting the brand’s retail partners on other platforms and sales channels.

Number of Sellers looks at how many unique sellers are selling the brand’s products. The fewer the sellers, the higher the score. Too many sellers incentivizes price erosion to increase individual sales attribution, which negatively impacts brand integrity and negates advertising efforts (artificially inflating bids, etc.).

Product Compliance looks at the marketplace price of the brand—how stable prices are kept and how frequently prices change. Price drops may increase short-term sales, but negatively impact long-term sales potential.

Cross-Channel Consistency is the level of price consistency across ecommerce marketplaces and D2C websites.

Download the full Pet Supplies MPS Benchmark Report

There you have it—the MPS Benchmark Report for the top Pet Supplies brands on Amazon for 2021. In this small sampling of the full MPS report, we demonstrated how overall MPS rankings for traffic, conversion, and price play into revenue driving ability.

In the full MPS benchmark report, we give individual scores for each brand in the top 10 list breaking down traffic, conversion, and price on a more granular level, as well as provide more comparative statistics about each score. To read the detailed benchmark report, download it here.

Request a Custom MPS Report | Pattern Blog

If your brand was featured in our report and you would like more information, reach out to us at hello@pattern.com. If your brand wasn’t featured but you would like to know what your Marketplace Performance Score is, request one here.

MPS Methodology

Our MPS methodology helps brands quickly identify strengths, weaknesses, and gaps in their revenue growth on ecommerce marketplaces. With a simple score of 1-10, you can see how your brand stacks up against the competition in your respective category. The higher the MPS score, the more revenue you’ll generate on an ecommerce marketplace.

More Resources
Amazon MPS Benchmark: Top Pet Supplies Brands 2021
Amazon MPS Benchmark: Top Direct Selling Brands 2021
Amazon MPS Benchmark: Top Tool Brands 2021
Amazon MPS Benchmark: Top Consumer Tech Brands 2021