Amazon MPS Benchmark: How Top Insulated Bottle Brands Compare in 2021

Burke Alder

April 30, 2021

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 Insulated Bottle brands on Amazon.

Marketplace: Amazon

Category: Insulated Bottles

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

Top 10 Insulated Bottle Brands by Amazon US MPS

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 Insulated Bottle MPS scores by traffic, conversion, and price.

Traffic: Top 10 MPS rankings of Insulated Bottle brands on Amazon

Overall Traffic MPS Rankings - Insulated Bottles

The top three Traffic MPS scores for Insulated Bottle brands on Amazon are:

  1. YETI
  2. S'Well
  3. Stanley

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.

We break down the top 10 brands for Insulated Bottles on Amazon in each of these categories in our full report.

Conversion: Top 10 MPS rankings of Insulated Bottle brands on Amazon

Overall Conversion MPS Rankings - Insulated Bottles

The top three Conversion MPS scores for Insulated Bottle brands on Amazon are:

  1. S'Well
  2. Polar Bottle
  3. Hydro Flask

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.

We break down the top 10 brands for Insulated Bottles on Amazon in each of these categories in our full report.

Price: Top 10 MPS rankings of Insulated Bottle brands on Amazon

Overall Pricing MPS Rankings - Insulated Bottles

The top three Price MPS scores for Insulated Bottle brands on Amazon are:

  1. EcoVessel
  2. Polar Bottle
  3. S'Well

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. We compare the top 10 Insulated Bottle brands on this key metric in our full report.

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 Insulated Bottle MPS Benchmark Report

There you have it—the MPS Benchmark Report for the top Insulated Bottle 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.

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Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)
Sept 13, 2022

Global Ecommerce Weekly News: 13th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon scales back on US warehouse facilities Amazon is shutting down two facilities with 300 employees, discarding plans for 42 facilities, and delaying plans to open a further 21 buildings across the US. The ecommerce giant is scaling back on hiring as well as the expansion of its vast delivery network, as it was left with an excess of space following its rapid expansion during the pandemic. [Read more on Business Insider](https://www.businessinsider.com/amazon-closes-2-facilities-scraps-plans-42-new-buildings-report-2022-9?r=US&IR=T) --- Other Marketplace News --- JD.com is ‘betting’ on ecommerce grocery market Amidst a slowing economy and a decline in ecommerce, Chinese ecommerce giant JD.com has increased its urgency to seek new growth engines. The company is looking to boost its online grocery business through offline partnerships and expansion into lower-tier cities, where it may be able to unleash more consumption power. [Read more on The Star](https://www.thestar.com.my/tech/tech-news/2022/09/08/chinese-ecommerce-giant-jdcom-bets-big-on-online-grocery-lower-tier-markets-amid-slowing-economy) Shopee shuts operations in Argentina, Chile, Colombia, and Mexico Sea’s ecommerce arm, Shopee, has shut local operations in some LATAM countries but will continue to maintain cross-border operations in a few markets. Latin America is Sea’s most important region following South-east Asia, accounting for close to 19% of its revenue in 2021. The move away from these countries is largely due to increased levels of macro uncertainty and rising interest and inflation rates, and rather putting a focus on its core operations. [Read more on Straits Times](https://www.straitstimes.com/business/companies-markets/seas-shopee-shuts-operations-in-argentina-chile-colombia-mexico-sources) --- Other Ecommerce News --- Instagram scales back in-stream shopping elements Instagram is re-examining its approach as it hasn’t been able to make ‘fetch’ happen. ‘Fetch’ in this context being the online shopping trends which have become all-consuming in China, and what Western social platforms have been hoping to add into their apps to make them more addictive and revenue-generating. Consumers have not been swayed by the latest shopping tools on TikTok and Instagram, leading to Instagram scaling back its in-stream shopping program. [Read more on SocialMediaToday](https://www.socialmediatoday.com/news/instagram-scales-back-in-stream-shopping-elements-as-it-re-examines-its-app/631276/) FedEx Express supporting the growth of cross border ecommerce FedEx express has expanded its international commerce shipping service to four more markets across the Asia Pacific, Middle East and Africa (AMEA) region in an effort to support the strong development of ecommerce in this region. Three of the fastest growing markets, the Philippines, Indonesia and Vietnam are leading Southeast Asia’s ecommerce sales, which is set to reach $100 billion by 2023. [Read more on Post & Parcel](https://postandparcel.info/149889/news/e-commerce/fedex-express-supports-the-growth-of-cross-border-e-commerce-within-the-amea-region/) India ramps up hiring as companies prepare for shoppers Ecommerce companies are getting ready for the festive season by rapidly expanding their temporary workforce. As ecommerce in India grows, the country is predicted to have 372 million online shoppers by the end of 2022. The festive season this year, running from October to December, is expected to see a two-fold increase in logistics and delivery alone. During this period, companies are predicted to add 20% more to their existing workforce base, with a 8-10% higher pay scale compared to last year. [Read more on Business Insider India](https://www.businessinsider.in/business/ecommerce/news/the-great-indian-festival-of-hiring-e-commerce-companies-gear-up-for-indias-shoppers/articleshow/94000346.cms)
Sept 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)