amazon's 2016 holiday shopping season recap
Post on 14-Apr-2017
269 Views
Preview:
TRANSCRIPT
This Christmas break, Amazon set a new record by shipping more than
1 billion items worldwide. In the week leading up to December 25th, 3
million people signed up for Amazon Prime, more than any other
holiday season. The best-selling products overall were Amazon’s Echo
and Echo Dot, the voice-activated speakers which connect to Amazon’s
intelligent Alexa Voice Service.
Amazon’s 2016 Holiday Shopping Season RecapBy Nathan Rigby, VP Sales & Marketing at One Click Retail
When it comes to Amazon first-party (1P) sellers, brand manufacturers
like Melissa & Doug, Lego or Hasbro selling directly on Amazon.com,
the most popular gift in the month of December was the PlayStation 4
Slim video game console. With 2.5 times more sales, PS4 is really taking
the cake in the console race. This has been described as a close
competition but if this holiday season is any indication, PlayStation is
the clear winner.
Amazon 1P Sellers
1. PlayStation 4 Slim 500GB Console – Uncharted 4 Bundle
2. Fitbit Charge 2 Heart Rate + Fitness Wristband, Black, Large
3. Xbox One S 500GB Console – Battlefield 1 Bundle
4. Instant Pot 1P-DUO60 7-in-1 Multi-Functional Pressure Cooker
5. GoPro HERO5 Black
6. Bose QuietComfort 35 Wireless Headphones
7. iRobot Roomba Vacuum Cleaner
8. Anki Overdrive Starter Kit
9. Keurig Coffee Maker
10. HTC VIVE – Virtual Reality System
Top 10 Most Popular 1P Gifts for December 2016 on Amazon.com
Gadgetry was the real star of the 2016 gift-giving season, with the only
exceptions in the top 10 being two kitchen items: an Instant Pot pressure
cooker (Cyber Weekend’s darling) and a Keurig coffee maker. Video gaming
takes 3 of the top spots while Fitbit, GoPro, a Roomba and a set of Bose
headphones all secure a place. The only true “toy” on the list is a gadget as
well: the Anki Overdrive Starter Kit, a toy car set with a customizable
racetrack that, once built, can be raced on by robotic cars with one or more of
them controlled by the player via an app on their mobile device.
Let’s take a closer look at some of these numbers. The Holiday 2016 season is
defined as October to December inclusive. During this period we saw a 16%
YoY total sales increase, with December alone accounting for 45% of the
total sales. Our data is based on Year-over-Year (YoY) sales compared to the
2015 holiday season, and reflects sales of items from first-party (1P) sellers
only. High growth is defined as 40%+ growth YoY, medium as 20 to 39%, and
low as less than 20%.
Amazon.com’s top product group during the 2016 holiday season was, wait for
it, Toys, which experienced medium growth to total $1.2B+ in sales. It’s nothing
new for Toys to take the top product group spot during the holiday season, but
robotics dominating the group is something new. Sitting in 2nd place behind
Anki Overdrive is the same company’s Cozmo, the intelligent robot for kids. The
only traditional, non-computerized toy in the top 5 is the party game Watch Ya’
Mouth in 3rd place, followed by Bloxels in 4th and the Osmo Genius Kit in 5th.
Top 20 Holiday 2016 Product Group in 1P Sales
1. Toys: +24%
2. PCs: +13%
3. Books: +6%
4. Health & Personal Care: +31%
5. Home: +18%
6. Sports: +20%
7. Kitchen: +12%
8. Apparel: +32%
9. Shoes: +5%
10. Home Improvement: +32%
Top Selling Product Groups: YoY % Change11. Office Products: +26%
12. Video Games: -10%
13. Pet Products: +30%
14. Beauty: +31%
15. Electronics: +21%
16. Tools: +18%
17. Automotive: +20%
18. Outdoors: +14%
19. Lawn & Garden: +27%
20. Furniture: +46%
As you can see, Furniture is the only product group in the top 20 that
experienced high YoY growth. It is telling, however, that all but one of the
groups has grown in YoY sales on Amazon, reflecting the eCommerce giant’s
record-breaking year. Furniture was the third highest-growing group with
holiday sales topping $350M, following Luxury Beauty with 80% YoY growth
and Business, Industrial and Scientific Supplies with 54%.
In comparison, the only significantly declining product group was Home
Entertainment, which saw a 41% decrease from the 2015 holiday season.
Interestingly, despite accounting for single most popular 1P gift in Amazon’s
2016 holiday shopping season, Video Games saw an overall YoY decline of
10%, which pulled in approximately $450M in 2016 holiday sales. Other
declining groups show much smaller rates, such as Luggage, with a decrease of
only 3% still qualifying it as the third-lowest performing group.
All-in-all, the 2016 holiday shopping season was just more proof that Amazon is
winning the race, with their busiest holiday shopping season so far leaving
competitors in the dust. But now it’s time to look ahead. With continued expansions
into Australia and elsewhere, the growth of their Prime Air fleet of drones and 767s,
the introduction of Amazon Go stores in the US and the continued roll-out of private
brands, 2017 is already shaping up to be the most exciting year in Amazon history.
With 98% accuracy, OCR delivers the industry’s most accurate sales data to their brand manufacturer clients
selling on the world’s top eCommerce platforms. To get a glimpse of the unique insights One Click Retail
provides its customers, be sure to follow our weekly blog at www.oneclickretail.com/insights, and following
us on Twitter and LinkedIn.
One Click Retail (OCR) is a market leader in eCommerce data measurement, sales analytics and search optimization for brand manufacturers in North America, Europe and Asia. Thanks to our proprietary sales calculations that are 98.5% accurate down to the SKU level, OCR’s accuracy is unrivaled in the marketplace. The OCR Product Suite provides 1st and 3rd party business intelligence across the 30 largest retailers such as Amazon, Walmart, Target, Staples and Home Depot. The world’s top brands, such as Procter & Gamble, Panasonic, Nestle, Hamilton Beach and HP, rely on OCR insights to drive sales and profitability across eCommerce.
Founded in 2013 by eCommerce experts from Amazon, Walmart, Target, Overstock and other leading retailers, OCR was acquired in 2016 by Ascential plc (LSE: ASCL.L), a UK-based international B2B media company with a focused portfolio of market-leading events and information services products.
To learn more about how OCR can provide your brand with the competitive edge in today’s ecommerce marketplace, visit www.oneclickretail.com.
About One Click Retail
top related