The Baby category on Amazon holds almost half the market share of the online baby product market in the US. Now more than ever, shoppers are quickly shifting their spend on Baby categories online with no signs of slowing down.
We recently analysed the presence of 100 consumer brands from 10 categories, including the Baby category, across the UK and German instances of Amazon. Here are some of the key findings from our latest report to help unlock your brand’s full potential in the Baby category on Amazon.
Improving your product visibility
Amazon’s baby category includes a vast range of sub-categories with products designed for children under the age of 4, parents as well as gifting options for loved ones. To maintain product visibility in search results amongst a crowded market, brands in the Baby category should strive to provide relevant and complete information on their product pages. Likewise, high-quality and attractive product imagery will increase your brand's position in category rankings as well as the click-through rate to your product pages.
That said, our researchers found that only one brand of the 10 reviewed in the Baby category on Amazon had product titles of an appropriate length, and product descriptions were also lacking in many cases. Lifestyle imagery and close-up shots were widely used by Baby brands. However, only 20% of the Baby brands added simple text to secondary images to outline special features or dimensions.
Similarly, a vivid, concise video can educate consumers as it entertains, whilst proactively demonstrating the product in use and answering any potential questions that parents may have. It should increase the likelihood that visitors to the product page are converted to customers. Despite this fact, only 20% of the Baby brands we reviewed included videos within their image stacks on their top 3 listings.
The importance of ratings and reviews in the Baby category on Amazon
The diverse assortment goods on online channels such as Amazon, particularly in the Baby category, has meant consumers are more likely to check reviews and ratings before purchasing. Customer reviews and ratings determine where your products rank on Amazon, and help to increase conversion rates for your listings.
Our research showed that reviews of products in the Baby category on Amazon are generally positive and product listings have a high average number of reviews.
Responding to customer questions and poor reviews also helps to build trust amongst wary buyers. Unfortunately, only 40% of Baby brands reviewed in our research replied to customer questions on product listings, and 10% responded to poor reviews. Becoming more active with replying to complaints from negative reviews can help to protect your brand’s reputation and reduce reasons for future customers to discount your product.
Subscribe & Save for Baby products
It comes as no surprise that parents crave convenience when shopping for essentials and online shopping channels have responded to these needs by offering subscription options at checkout. Signing up for Amazon’s Subscribe & Save allows members to save up to 15% on items such as nappies or baby food, by scheduling flexible repeat deliveries.
In fact, the Baby category on Amazon is one of the top categories purchased by Subscribe & Save users. It was recently reported that 40% of nappy buyers made a purchase using the subscription service – thus having an impact on other mass sales channels. For baby brands looking to secure brand loyalty and increase customer retention rates, offering the option at checkout can be massively beneficial to drive sales.
Whether your Amazon strategy is to implement an ongoing product content optimisation strategy to allow for continual data-driven improvements to be made or to ensure systems are in place to monitor ratings and reviews, and use the insight generated to improve listings – we would recommend brands to consider external support to manage their Amazon presence and maximise marketplace sales growth.
Download the full report here to find out if your brand was one of the 100 consumer brands scored as part of our research.
To discuss further insights from the Baby category on Amazon or to hear more about our Amazon Seller model, please contact us here.