Did you know that Amazon.com updates its best sellers list hourly, and there is a quick and easy way to see what they are?
If you navigate to https://www.amazon.com/Best-Sellers/zgbs you can choose a category of interest and see the most recent best sellers in it.
This interesting shortcut can possibly save you a lot of time researching on Amazon, especially if you are used to using the search browser as most of us are. Even though 197 million people visit Amazon.com monthly, the vast majority of product searches are done through Amazon’s search bar.
At the time of analysis the top 5 products in Amazon’s Beauty and Personal Care > Makeup category were:
- essence | Lash Princess False Lash Effect Mascara | Gluten & Cruelty Free
- Neutrogena Makeup Remover Cleansing Towelette Singles
- NYX PROFESSIONAL MAKEUP Makeup Setting Spray
- Pronexa Hairgenics Lavish Lash – Eyelash Growth Enhancer & Brow Serum
- Coty Airspun Loose Face Powder 2.3 oz
In this article, we’ll go beyond the top 5 products to analyze the top 5 brands in Amazon’s Beauty and Personal Care > Makeup category, as well as the tactics they use to explode their Amazon presence and sales.
The Brands 27 brands have the privilege to own the 50 highest-selling products on Amazon, which is a ratio close to 2 products per brand. The chart below highlights the top brands by number of products they have among the top 50:
Analyzing the estimated monthly revenue from all products in the top 50 from a particular brand, the top 5 beauty brands (makeup) on Amazon are:
1. Product Reviews
The top 50 best-selling products in the category have an average of 5,826.48 reviews, with Pronexa Hairgenics Lavish Lash on top, with a mind-blowing 22,047 reviews!
This can be a bit discouraging to brands who are new on Amazon, but reviews play a huge role when it comes to organic ranking, and ultimately sales.
Adopting a strategy about obtaining reviews that is within Amazon’s guidelines is imperative. Enrolling new products in the Early Reviewer Program, using Amazon’s Request a Review feature, utilizing Vine reviews, using product package inserts are among the many creative ideas your marketing team can come up with!
Many of the top-selling products have included a video on their product listing. Video boosts conversion metrics significantly, especially in the beauty category, as it can highlight the benefits from the product as well as its usage.
Videos can now be leveraged in the following places: product listing pages, storefronts, sponsored brands ads, as well as live video. To me, this indicates that Amazon finds video helps with conversions on product pages.
But the biggest testimony to video’s impact is probably the new Sponsored Brand Video ads, which operate with very acceptable ROI for brands that have access to it.
3. Competitive Pricing
37 out of the 50 best-selling makeup products are priced under $10! The top-selling brands on Amazon have implemented a consistent pricing policy that results in low listing price but still protects their margins. This allows them to profit greatly by selling a lot of volume.
Also, Amazon does a great job ensuring the prices on products sold on it are equal to the retail prices, with brands that don’t have the same price set on Amazon risking to lose the buy box! Amazon is pretty mass-market, so these are the same price points we’d expect to see be the big movers in a drugstore.
In my personal experience, it is still possible for luxury / higher-priced items to sell really well on Amazon. In these results, even brands with higher-priced products, like Pronexa’s Lavish Lash, have made it into the 50 top-selling products. However, the best sellers category shows products that sell more volume, so they would have a tougher time making it on this list.
4. Product Images
Top brands realize the importance of product images and have done a great job using them in their favor. Lifestyle images, packaging contents, and comparison with generic brands are just some of the creative tactics they have implemented to highlight their product benefits in this era of declining consumer attention spans.
With the 50 top-selling makeup products on Amazon generating an estimate of 3.6MM monthly, it is obvious that brands have realized the potential that Amazon.com has as an online ecommerce platform. The presence of most well-known brands on Amazon signals that Amazon is something they must consider when evaluating their online visibility.
Succeeding on Amazon incorporates common elements of the marketing mix brands need to succeed in general: attractive product offering, affordable price, promotions, and advertising, as well as social proof that Amazon assigns a lot of value to, present on its platform as ratings and reviews.
Photo: Maxey Lash via Unsplash