Categories and Brands
A fundamental step in The Marketplace Index™ was the curation of 30+ distinct categories on Amazon to evaluate across the four markets of the US, UK, Mexico, and Australia. Our category selection process utilized sales data from tools like JungleScout Cobalt 2.0, Helium10, and Keepa, combined with our comprehensive global research on consumer shopping trends. This approach ensured that our analysis captured the most relevant and high-performing categories across all these Amazon markets.
In selecting the brands to include in our analysis, we tailored our approach for each market. For the US and UK, we revisited leading brands from last year’s analysis and included new emerging brands to track shifts in performance and competitive dynamics. In contrast, for Mexico and Australia, we focused exclusively on the top 15 brands in each category based on their 2024 sales performance.
To ensure thorough evaluation, each brand was analyzed at the ASIN level. Given the extensive portfolios of some brands, with over a thousand ASINs, reviewing each individually would have been resource-intensive. Instead, we analyzed a representative sample of 25 ASINs per brand, while brands with fewer than 25 ASINs were evaluated based on all their available listings.
In total, we assessed over 45,000 ASINs and more than 1,800 brands across the top categories on Amazon in the US, UK, Mexico, and Australia.
Timing and Data Collection
The collection and processing of data for all brands took place in June 2024. This process involved the use of industry-renowned tools, advanced scraping technology, and meticulous human vetting.
To ensure the highest accuracy, we implemented rigorous quality checks at every stage of the process. For metrics such as ad visibility, which can fluctuate daily and be influenced by factors like budget or competitive pressure, we conducted multiple checks across several days to validate the results.
Metrics and Scoring
The Marketplace Index™ was established with the goal of creating a thorough and objective measurement of brand performance across different success areas on Amazon. To achieve this, we developed a metrics framework centered on four key components: Retail, Content, Customer, and Media. Within each of these assessment groups, we carefully identified specific criteria that could be measured and scored in an objective manner.
Assessment Group 1: Retail
(Retail-related criteria constitute 34% of the overall score)
Retail specifically focuses on the foundational aspects of brand performance on Amazon, including product availability, inventory management, and fulfillment options. Key metrics observed include the Out-of-Stock (OOS) Rate, Prime Eligibility, and Amazon Badges.
1. Out of Stock (OOS) Rate
Measures the frequency a product is unavailable for purchase or out of stock. A high OOS rate can result in lost sales and diminish customer satisfaction. Maintaining adequate stock levels is essential to sustaining sales momentum and upholding brand reliability.
(Note: The Out of Stock Rate metric is not accounted for in the coverage of the Australian market due to limited data access.)
2. Prime Delivery Eligibility
Indicates whether a brand’s product qualifies for Amazon Prime's fast and free shipping. Products eligible for Prime delivery are more attractive to Amazon shoppers, who prioritize speed and convenience.
(Note: The Prime Delivery Eligibility metric is not accounted for in the coverage of the Australian market due to limited data access.)
3. Amazon Badges
Visual markers or labels that highlight specific attributes or achievements of products, helping them stand out to customers. Common badges seen on Amazon include “Amazon’s Choice”, “Best Seller”, “Top Rated”, “New Release”, and sustainable certifications.
Assessment Group 2: Content
(Content-related criteria constitute 34% of the overall score)
Content covers the quality and presence of elements within product detail pages, such as product titles, descriptions, images, videos, and A+ content, among many others. Brands strive to optimize these components to enhance discoverability and effectively communicate product benefits, with the goal of ultimately driving conversions.
In scoring all the metrics under content, parameters were based on industry-wide best practices recommended by Amazon and supported by extensive research.
1. Product Title Relevancy
The product title includes all relevant information about the product (i.e., brand, product, features), making it easier for customers to identify and find them in search results.
2. Product Title Length
The number of characters used in the product title is within the ideal range of 80 to 140 characters. This length ensures that titles are concise yet informative.
3. Mobile and SERP Optimized Product Title
Key components of the product title, such as the brand, product, and features, are condensed into the first 90 characters, helping improve visibility in search results and in mobile shopping.
4. Bullet Points in Description
Bullet points in the product description outline key features, benefits, and unique selling points within the recommended character limit of 500 to 1,000.
5. Product Image Stacks
The product image stack features at least four unique images that showcase different angles, features, and uses of the product. Providing a detailed view of the product's attributes and functionality lead to an improved visual shopping experience.
6. Lifestyle Images (in Image Stack)
Images within the image stack that depict the product in real-world settings or scenarios. Including images that illustrate how the product fits into everyday life helps enhance product appeal, while also allowing customers to understand the size and scale of the product.
7. Infographics (in Image Stack)
Images within the image stack that present information or product features into easily digestible infographics. Adding infographics highlight unique selling points and further differentiate the product in competitive categories.
8. Product Videos (in Image Stack)
Product videos within the image stack that showcase the product in action, highlighting key features, benefits, and use cases.
9. A+ Content
The product detail page features premium content that uses enhanced images, detailed product descriptions, comparison charts, and other multimedia elements. A+ Content is designed to provide a more immersive and informative shopping experience.
10. Brand Story (A+ Content)
The A+ content includes a continuous scrolling carousel with modules that highlight the brand's history, values, and messaging. It also showcases other product lines, providing customers a comprehensive view of the brand’s identity and product range.
11. Comparison Table (A+ Content)
The A+ content features a comparison table that presents a detailed side-by-side comparison of the product with other models or products from competing brands. Comparison tables simplify decision making for shoppers and increases opportunities for upselling.
12. Cross Promotion (A+ Content)
The A+ content promotes complementary products from the same brand to encourage upselling and cross-selling opportunities, while simultaneously increasing product visibility and awareness.
13. Brand Store
The product detail page contains a link to the brand’s store, which serves as a dedicated storefront that showcases a brand's complete product portfolio. Brand stores provide a branded shopping experience that reinforces brand identity and encourages repeat purchases.
14. Brand Store Posts (Amazon.com ONLY)
The linked brand store includes a ‘posts’ section that features updates, promotions, or the latest stories about the brand. These posts serve to engage visitors and foster brand connection.
(Note: The Brand Store Posts metric is tracked exclusively for brands in the US market since the feature is still being tested in other markets)
Assessment Group 3: Customer
(Customer-related criteria constitute 15% of the overall score)
Customer metrics center on understanding and improving the customer experience with brands on Amazon. This involves insights into customer feedback on product quality and overall satisfaction with their purchases from a brand.
1. Average Rating
Represents the cumulative rating customers give to a product and provides a snapshot of product quality and satisfaction. A high rating can enhance a brand's credibility and influence purchase decisions, while a low rating may deter potential buyers.
2. 5-Star Rating Percentage
Indicates the proportion of reviews that are rated five stars, the highest possible rating. A high 5-star percentage reflects a higher degree of customer satisfaction and quality perception for a brand's products, giving brands a competitive edge.
Assessment Group 4: Media
(Media-related criteria constitute 17% of the overall score)
Media concerns the strategic use of sponsored ads by brands on Amazon to increase visibility and drive sales. Metrics under media were measured by searching for brand and category-related keywords, then tracking whether Sponsored Brands and Sponsored Products appeared in these searches.
Sponsored ads were meticulously tracked multiple times on various days and across different time zones, specifically within the active market hours of 9AM to 6PM. To ensure comprehensive and accurate capture of a brand's media performance, we conducted these assessments in incognito mode. This approach mitigated the potential for data gaps and reduced the influence of personalized search history on the results.
1. Sponsored Product (Brand Keywords)
Sponsored Brand ads appear prominently in search results when users search for the brand's name. This measures how effectively brands are making use of ads to promote their brand and product lines to users specifically searching for their brands.
2. Sponsored Brand (Brand Keywords)
Sponsored Products ads appear in search results when users search for the brand's name. This measures how effectively brands utilize ads to promote individual products within their brand to users actively searching for their brands.
3. Sponsored Product (Category Keywords)
Sponsored Brand ads appear prominently in search results when users search for non-brand or category-related keywords derived from a curated list. This measures how effectively brands leverage ads to promote their brand and product lines to users exploring related products or generic terms.
4. Sponsored Brand (Category Keywords)
Sponsored Products ads appear in search results when users search for non-brand or category-related keywords derived from a curated list. This measures how effectively brands use ads to promote individual products to users searching for related products or generic terms.
5. Sponsored Brand Experience: Custome Image or Store Spotlight
Sponsored Brand ads feature custom images or a store spotlight, effectively boosting engagement and helping the brand stand out from competitors in search results.
6. Sponsored Brand Experience: Store Page Link
Sponsored Brand ad directs users to the brand's store page when clicked. This integration provides a seamless shopping experience that facilitates the exploration of product offerings and boosts the potential for multiple purchases.
7. Sponsored Brand Experience: In Stock & Buy Box Winner
Sponsored Brand ads feature ASINs that are all in stock and winning the buy box. Products showcased in ads must be currently available for purchase to minimize customer frustration due to out-of-stock items. Additionally, winning the buy box indicates that these products are sold directly by the brand itself, thereby enhancing credibility and trust with potential customers.