Tips to Increase your Sales on Amazon in Germany

Misha Pabari

February 4, 2021

We recently launched the second report in our Amazon benchmarking series, this time analysing the efforts of 50 brands from five categories selling on the German instance of Amazon. In this blog, we outline some of the key findings from this piece of research and provide you with tips to increase your sales on Amazon in Germany.

Implement an ongoing content optimisation strategy

Product content determines placement in search results. Relevant and complete information on product pages helps brands to increase their products’ visibility in search results and also sales conversion. Meanwhile, optimising your images on product listings is crucial to drive conversion and increase your sales on Amazon in Germany.

Significant improvements could be made to the product information and imagery provided by many of the brands reviewed. Only six of the 50 brands analysed were making proper use of the product bullet points that allow features and functionality of a product to be highlighted. Similarly, only 11 of the 50 brands were using simple text on secondary images for all products, to call out product details.

Best-practice imagery will allow you to stand out from the millions of other listings on the marketplace. Brands should consider implementing an ongoing product content optimisation strategy to ensure that product content drives sales conversion. Insight to amend product content should be drawn from negative reviews and customer questions.

Increase your sales on Amazon in Germany - Pattern Blog

Good customer service is crucial to increase your sales on Amazon in Germany

Customer questions help you to understand what your audience wants to understand about your product. You should consider whether to add information that is requested to your listings. As part of our study, our researchers evaluated customer service management on listings.

The majority of brands we scored had a customer question on at least one of the product pages we analysed. However, 32% did not reply to any customer questions, reducing the likelihood of visitors to those pages completing a purchase. We recommend that brands address questions themselves; rather than leaving other customers or third parties to answer, as they may not give the correct response.

Good reviews are key to building your brand’s reputation on Amazon. Customer reviews and ratings determine where your products rank in search results, and help to improve conversion rates. Amazon previously allowed brands and sellers to respond to negative reviews, but as this feature has now been removed it’s even more crucial to ensure product descriptions are accurate to prevent negative reviews.

Competing against third-party sellers on Amazon

Competition is fierce on Amazon.de for the top brands. All of the brands we reviewed have products that are sold directly by Amazon, and we were keen to see how well brands were competing against third-party sellers who may also be listing and selling the same products.

Our researchers found that the number of brands with many third-party sellers offering the same products was extremely high. While competition can be good for consumers, it also creates the risk of a poor perception of the brand.

42% of brands in our study had an average of six or more sellers on their top three listings. In addition, 20% of brands had third parties winning the Buy Box on at least some of their top three products.

We recommend brands ensure they have a strong seller proposition in place in terms of price, fulfilment, and marketing to maximise their chance of winning the coveted Buy Box over third-party sellers.

Whilst many brands were seen to be getting the basics right on the marketplace, a full analysis of the results from our study shows that even brands with a relatively strong presence on Amazon.de could improve their sales performance further with a number of relatively simple changes.

Download the report now to see the full results on how all 50 brands performed, plus best practice examples of listings that will help to increase your sales on Amazon in Germany.

Watch our one-hour webinar where Pattern’s Country Manager for Germany Torsten Schäfer takes you through the findings from our new research and shares how we could support you in developing your marketplace strategy.  

If you are interested in us becoming the authorised Amazon Seller for your brand anywhere in the world - please contact us here.

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Sept 20, 2022

4 Ecommerce Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.

Sept 19, 2022

When is Consumer Demand Highest for Non-Alcoholic Beverages?

**Observing Patterns in Consumer Demand for Non-Alcoholic Drinks** Ahead of Sober October, Pattern evaluates when consumer demand is highest for non-alcoholic beverages. Key insights include: * Sober October vs. Dry January — when is demand highest for non-alcoholic drinks? * Non-alcoholic brands in highest demand * Types of non-alcoholic drinks in highest demand * Key takeaways for ecommerce retailers With Sober October fast approaching, our team decided to investigate when consumer demand is highest for non-alcoholic beverages throughout the year. Using search data gathered from U.S. Amazon shoppers from 2019 – 22, we discovered some interesting trends in consumer behavior as it relates to demand for non-alcoholic products. **Sober October vs. Dry January — When is Demand Highest for Non-Alcoholic Drinks?** While [Sober October](https://www.thezeroproof.com/home/what-is-sober-october-and-how-did-it-start) has been a long-held tradition in the U.S. since its introduction by Australian-founded nonprofit organization, Ocsober, in 2010, it appears most U.S. consumers prefer to do their detoxing after the holidays. According to our data, searches for non-alcoholic beverages experience an annual peak in January rather than October: <iframe title="Seasonal Change in U.S. Consumer Demand for Non-Alcoholic Beverages in 2019" aria-label="Interactive line chart" id="datawrapper-chart-fQqy0" src="https://datawrapper.dwcdn.net/fQqy0/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Seasonal Change in U.S. Consumer Demand for Non-Alcoholic Beverages in 2020" aria-label="Interactive line chart" id="datawrapper-chart-qWrkJ" src="https://datawrapper.dwcdn.net/qWrkJ/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Seasonal Change in U.S. Consumer Demand for Non-Alcoholic Beverages in 2021" aria-label="Interactive line chart" id="datawrapper-chart-MJ99q" src="https://datawrapper.dwcdn.net/MJ99q/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> The only year consumer demand increased during Sober October was 2020. This is likely because Sober October was celebrating its tenth year in the U.S. and had a larger than normal marketing push. Following this campaign, however, we can observe a 45% decline in demand during October year over year when comparing 2021 to 2020: <iframe title="YoY Change in U.S. Consumer Demand for Non-Alcoholic Beverages – 2021 vs 2020" aria-label="Interactive line chart" id="datawrapper-chart-Bacy6" src="https://datawrapper.dwcdn.net/Bacy6/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Non-Alcoholic Brands in Highest Demand** When it comes to non-alcoholic brands in highest demand, consumers have a clear preference. A whopping 42% of all searches for specific non-alcoholic brands in 2021 were for Seedlip. Kin Euphorics held 24% of all search queries while Ritual Zero Proof held 20% during the same year: <iframe title="U.S. Consumer Demand for Non-Alcoholic Beverage Brands in 2021" aria-label="Bar Chart" id="datawrapper-chart-9OEDj" src="https://datawrapper.dwcdn.net/9OEDj/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="399"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> When observing the 2021 seasonal change in consumer demand for the three top non-alcoholic brands, we can further see Dry January’s influence on the marketplace. In January 2021, Seedlip saw a 95% increase in consumer demand while in October 2021, the brand saw a 34% decline: <iframe title="Seasonal Change in U.S. Consumer Demand for Non-Alcoholic Beverage Brands in 2021" aria-label="Interactive line chart" id="datawrapper-chart-8TVwt" src="https://datawrapper.dwcdn.net/8TVwt/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Types of Non-Alcoholic Drinks in Highest Demand** Even though non-alcoholic beer and wine brands took up the rear in consumer demand, the opposite is true when looking at searches for general types of non-alcoholic beverages. When looking at consumer demand for non-alcoholic beer, wine, and spirits, searches for non-alcoholic wine took up 39% while non-alcoholic beer took up 35% in 2021: <iframe title="U.S. Consumer Demand for Types of Non-Alcoholic Beverages in 2021" aria-label="Bar Chart" id="datawrapper-chart-GHIc8" src="https://datawrapper.dwcdn.net/GHIc8/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="255"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Seasonal demand for non-alcoholic beer, wine, and spirits sees a sharp increase in January. Interestingly, non-alcoholic spirits see increased demand during the springtime. This could be because [Sober Spring](https://alcoholchange.org.uk/help-and-support/managing-your-drinking/sober-spring/what-is-sober-spring:~:text=Sober%20Spring%20was%20launched%20in,very%20happily%20sober%20since%202013.) (a tradition started by Catherine Gray in 2018) occurs from March 20 – June 20 each year: <iframe title="Seasonal Change in U.S. Consumer Demand for Non-Alcoholic Beer, Wine &amp;amp; Spirits in 2021" aria-label="Interactive line chart" id="datawrapper-chart-629mr" src="https://datawrapper.dwcdn.net/629mr/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Key Takeaways for Non-Alcoholic Brands on Ecommerce** Non-alcoholic drink brands can gain a competitive edge from our data analysis. First, demand for non-alcoholic drinks tends to be highest during Dry January, so it’s important for ecommerce retailers to prepare for increased demand by coordinating effectively across their marketing,fulfillment/logistics, and customer relations departments. Since most consumers prefer non-alcoholic wine and beer to spirits, it’s wise for retailers to consider these preferences when placing orders. **Satisfying consumer demand starts with data. If you’d like to learn more about how our data can help empower your ecommerce strategy, contact us to [request a demo](https://pattern.com/contact-us/) from Pattern today.**
Sept 15, 2022

The Biggest Influences on Consumer Demand for Coffee Products

**What Drives Consumer Demand for Coffee Products?** Pattern analyzes the top influences driving consumer demand for coffee products from 2020 – 22. Key Highlights: * Coffee brands by highest consumer demand * When is consumer demand for coffee brands highest? * Cold brew vs. hot coffee vs. espresso — what do consumers want? * Prime Day and weather drive consumer demand for coffee, cold brew, and espresso * Coffee types in highest demand * Coffee machines in highest demand * When is coffee machine demand highest? * Key takeaways for ecommerce coffee retailers As National Coffee Day approaches on September 29, our team decided to take a closer look at what’s been driving consumer demand for various coffee products from 2020 – 22. While retailers might not expect an increase in consumer demand during National Coffee Day in September, our analysis suggests a strong correlation between higher overall demand for coffee products and Prime Day. With rumors of another Prime Day slated for October 2022, it’s important for ecommerce coffee retailers to prepare for possible increased demand during this time. **Coffee Brands by Highest Consumer Demand** Our team made some surprising discoveries when it came to consumers’ coffee brand preferences. Even though Starbucks, Maxwell House, Dunkin, and Folgers hold the [largest market shares](https://www.statista.com/statistics/451969/market-share-of-ground-coffee-in-the-us-by-leading-brand/:~:text=In%20the%2052%20weeks%20ended,share%20of%20around%2012%20percent.) in the space, Starbucks was the only brand that consistently remained at the top of consumers’ minds from 2020 – 22. Privately owned brands like Black Rifle Coffee, Community Coffee, Café Bustelo, and Death Wish rounded out the top five coffee brands in highest demand during this same period. Here’s a look at the spread of consumer demand among the brands we analyzed: <iframe title="U.S. Consumer Demand for Coffee Brands in 2020" aria-label="Bar Chart" id="datawrapper-chart-m0dEf" src="https://datawrapper.dwcdn.net/m0dEf/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="662"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="U.S. Consumer Demand for Coffee Brands in 2021" aria-label="Bar Chart" id="datawrapper-chart-e2uYK" src="https://datawrapper.dwcdn.net/e2uYK/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="662"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}();</script> <iframe title="U.S. Consumer Demand for Coffee Brands in 2022" aria-label="Bar Chart" id="datawrapper-chart-7nT2r" src="https://datawrapper.dwcdn.net/7nT2r/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="662"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **When is Consumer Demand for Coffee Brands Highest?** Consumer demand for specific coffee brands tends to be highest at three main points throughout the year: Valentine’s Day, Prime Day, and the period from Thanksgiving – Christmas Day. When observing seasonality trends in both 2020 and 2021, we can see this pattern repeat itself in both years: <iframe title="Seasonal Change in U.S. Consumer Demand for Coffee Brands in 2020" aria-label="Interactive line chart" id="datawrapper-chart-DiisL" src="https://datawrapper.dwcdn.net/DiisL/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Seasonal Change in U.S. Consumer Demand for Coffee Brands in 2021" aria-label="Interactive line chart" id="datawrapper-chart-NK0oz" src="https://datawrapper.dwcdn.net/NK0oz/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Cold Brew vs. Hot Coffee vs. Espresso — What Do Consumers Want?** Overall, demand for coffee, cold brew, and espresso products has remained fairly consistent over the years. When observing weekly change in demand for each of these products in 2020, 2021, and 2022, we see very little fluctuation except for Prime Day: <iframe title="Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso in 2020" aria-label="Interactive line chart" id="datawrapper-chart-5JJ84" src="https://datawrapper.dwcdn.net/5JJ84/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso in 2021" aria-label="Interactive line chart" id="datawrapper-chart-goJoP" src="https://datawrapper.dwcdn.net/goJoP/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso in 2022" aria-label="Interactive line chart" id="datawrapper-chart-NH68I" src="https://datawrapper.dwcdn.net/NH68I/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Interestingly, espresso was the only category that experienced a spike in consumer demand. As consumers seek out deals on products with higher price points (i.e. espresso), demand for high-end coffee increases around Prime Day. Compared to the week preceding Prime Day, here’s how demand for espresso products increased from 2020 – 2022: * **2020:** 198% increase during the week of October 11 * **2021:** 169% increase during the week of June 20 * **2022:** 252% increase during the week of July 10 **Prime Day and Weather Drive Consumer Demand for Coffee, Cold Brew & Espresso** Prime Day is the driving force behind increased demand for espresso products. However, there are other noteworthy patterns our team observed that point to what may be influencing demand throughout the year — specifically weather changes. For instance, when comparing seasonality in 2020 to 2021, we can see how demand for cold brew coffee sees an annual increase starting around May and tapering off by the end of September. Conversely, demand for espresso tends to fall during this same period (except for when Prime Day occurs during the summer in 2021). <iframe title="Seasonal Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso in 2020" aria-label="Interactive line chart" id="datawrapper-chart-vM50j" src="https://datawrapper.dwcdn.net/vM50j/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Seasonal Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso in 2021" aria-label="Interactive line chart" id="datawrapper-chart-84vLh" src="https://datawrapper.dwcdn.net/84vLh/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Despite the cyclical increased demand for cold brew coffee products, however, demand overall for these products appears to be on a downward trend when comparing year over year demand: <iframe title="YoY Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso - 2021 vs. 2020" aria-label="Interactive line chart" id="datawrapper-chart-Cmkb5" src="https://datawrapper.dwcdn.net/Cmkb5/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="YoY Change in U.S. Consumer Demand for Coffee vs. Cold Brew vs. Espresso - 2022 vs. 2021" aria-label="Interactive line chart" id="datawrapper-chart-fo1Ak" src="https://datawrapper.dwcdn.net/fo1Ak/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Coffee Types in Highest Demand** The pandemic had little effect on consumer demand for coffee products in terms of brand, boldness, and temperature. However, when it came to specific types of coffee (whole bean, K-cup, ground, instant, etc.), the pandemic was an obvious factor influencing demand. In particular, coffee beans saw the highest increase in demand with a 182% increase over the annual average for 2020 during the week after the pandemic was formally declared: <iframe title="Seasonal Change in U.S. Consumer Demand for Types of Coffee in 2020" aria-label="Interactive line chart" id="datawrapper-chart-4AUYN" src="https://datawrapper.dwcdn.net/4AUYN/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> We further see the pandemic’s influence on consumer demand when observing year over year change in demand from 2020 to 2021 in the chart below: <iframe title="YoY Change in U.S. Consumer Demand for Types of Coffee - 2021 vs 2020" aria-label="Interactive line chart" id="datawrapper-chart-MCy9G" src="https://datawrapper.dwcdn.net/MCy9G/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> During the same week the pandemic was declared in 2020, demand for all products in this category fell significantly in 2021. K-cups saw the sharpest decrease at -74% year over year. The pandemic wasn’t the only factor influencing consumer demand in 2020. In the charts below, we see Prime Day is a key factor in determining when demand will be highest across all types of coffee in 2021 and 2022: <iframe title="Change in U.S. Consumer Demand for Types of Coffee in 2021" aria-label="Interactive line chart" id="datawrapper-chart-wy4xl" src="https://datawrapper.dwcdn.net/wy4xl/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Change in U.S. Consumer Demand for Types of Coffee in 2022" aria-label="Interactive line chart" id="datawrapper-chart-rqqdd" src="https://datawrapper.dwcdn.net/rqqdd/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Once more, we can see how products with higher price points see increased demand during Prime Day. K-cups and coffee beans saw the highest increase in demand during these periods. When comparing the week preceding Prime Day, here’s how much demand increased across these two product categories: * **K-Cups | 2021:** 74% increase during week of June 20 * **Coffee Beans | 2021:** 31% increase during week of June 20 * **K-Cups | 2022:** 98% increase during week of July 10 * **Coffee Beans | 2022:** 31% increase during week of July 10 **Coffee Machines in the Highest Demand** In every week where Prime Day occurred from 2020 – 22, demand for coffee machines of all types rose significantly. Just like with coffee beans, K-cups, and espresso, coffee machines see a spike in demand during this time because consumers are seeking out deals on products that are normally more expensive: <iframe title="Change in U.S. Consumer Demand for Coffee Machines in 2020" aria-label="Interactive line chart" id="datawrapper-chart-k3bX5" src="https://datawrapper.dwcdn.net/k3bX5/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Change in U.S. Consumer Demand for Coffee Machines in 2021" aria-label="Interactive line chart" id="datawrapper-chart-rqzGm" src="https://datawrapper.dwcdn.net/rqzGm/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> <iframe title="Change in U.S. Consumer Demand for Coffee Machines in 2022" aria-label="Interactive line chart" id="datawrapper-chart-iphbp" src="https://datawrapper.dwcdn.net/iphbp/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> Espresso machines and Keurig machines are in the highest demand during this time while percolators, cold brew coffee makers, and French press machines take up the rear. This is likely due to the fact that espresso machines and Keurig machines have a higher price point than percolators, cold brew coffee makers, and French press machines. **When is Coffee Machines Demand Highest?** Not only can increased demand for coffee machines be observed during Prime Day, but consumers also tend to search more for these products during the holiday season and on Valentine’s Day. Using 2021 as the baseline for “new normal” in terms of seasonality, the chart below illustrates how consumer demand for coffee machines changes in a typical year: <iframe title="Seasonal Change in U.S. Consumer Demand for Coffee Machines in 2021" aria-label="Interactive line chart" id="datawrapper-chart-Tg6DG" src="https://datawrapper.dwcdn.net/Tg6DG/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> As we can see, demand surges around Valentine’s Day with Keurig machines taking the lead in demand. This is likely due to the company’s annual Valentine’s Day sale. From Thanksgiving until Cyber Monday, demand increases again, this time with espresso and Keurig machines leading the way. Consumers are likely searching more for high-end products during this time as they prepare for holiday gifting and try to take advantage of Black Friday and Cyber Monday savings. **Key Takeaways for Ecommerce Coffee Retailers** This data offers invaluable insights for ecommerce coffee retailers. First, the influence of Prime Day over consumer demand for all coffee products cannot be underestimated. Particularly, products that have a higher price point should be made available to consumers who are searching for such goods in higher volume during Prime Day than at any other time of the year. Along with Prime Day, ecommerce coffee brands should take note of how other holidays and weather change directly impact consumer demand. Thanksgiving, Valentine’s Day, and weather patterns all impact when certain products are in highest demand. By understanding when these changes occur throughout the year, coffee retailers can better coordinate inventory, fulfillment, marketing, and customer service at these critical moments. **Want to use patterns like these to empower your brand throughout the year? [Request a demo ](https://pattern.com/contact-us/)with Pattern to improve your ecommerce strategy today!**