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.
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.
We analyzed 10 Pet Supplies brands by Marketplace Performance Score (MPS) on Amazon. Here are the top 10.
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.
The top three Traffic MPS scores for Pet Supplies brands on Amazon were split between these six brands:
Traffic is the first strategic lever to drive revenue on marketplaces. The MPS score on traffic breaks it into three key areas:
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.
The top three Conversion MPS scores for Pet Supplies brands on Amazon are:
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, 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.
The top three Price MPS scores for Pet Supplies brands on Amazon are:
Pricing is the third strategic lever to drive revenue on marketplaces. The MPS score on pricing breaks it into four key areas:
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.
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.
If your brand was featured in our report and you would like more information, reach out to us at email@example.com. If your brand wasn’t featured but you would like to know what your Marketplace Performance Score is, request one here.
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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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.