Why did some brands score low but have high sales, and vice-versa?

Some brands that dominate their categories on Amazon surprisingly scored low in our Marketplace Index™ analysis. Many of these brands are well-known industry giants, and their success on Amazon can largely be attributed to their established reputation and market presence beyond the platform. While their sales currently remain unaffected by their lackluster performance in other vital aspects, The Marketplace Index™ shows areas where they can improve upon if they want to retain their top positions and continue growing in this competitive landscape.

Conversely, there were also brands that performed well in The Marketplace Index™ rankings despite their  lower sales performance. These brands are prioritizing comprehensive brand management strategies, which have the potential to ultimately boost their sales and position them as formidable competitors among the top brands in the future.