1. Amazon's health and personal care category is growing, with buy rates, purchase frequency, and spending per trip all increasing 14% year-over-year.
2. New Amazon health and personal care shoppers are more likely to be high income, prime members who purchase online weekly to save time and money.
3. While Amazon has increased its share of wallet for health and personal care, retailers like Walmart, Kroger, CVS and others are losing share.
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7.
8. Amazon Health & Personal Care Total US Penetration and Trips
All Shoppers | Ending 06/30/2019, Rolling 52 Weeks by Quarters
9. Metrics 2018 2019 YoY Growth
Buy Rate $203.24 $231.82 +14%
Purchase Frequency 7.9 9.0 +14%
Spend Per Trip $25.76 $25.89 0%
% of Basket (Spend) 67% 70% +4%
Amazon Health & Personal Care Shopper Metrics
All Shoppers | Ending 06/30/2019 vs YAG
10. Amazon Health & Personal Care Share of Wallet
Amazon H&PC Closers | Ending 06/30/2019 vs YAG
Walmart +0.6
Amazon +2.2
Costco +0.2
Target +0.1
Sam’s Club -0.2
Walgreens -
CVS -0.2
Dollar General +0.1
Kroger -0.3
BJ’s -0.3
YAG
22%
SOW
Online
11. Categories with Biggest Shift to
Online
% of Spend –
Change YoY
Industrial +15%
Home & Garden +9%
Electronics +8%
Tools & Home Improvement +7%
Toys +7%
Losing Retailers % of Spend – Change
YoY
Walmart -1.0%
Kroger -0.6%
RiteAid -0.5%
CVS -0.4%
Ahold Delhaize -0.4%
Change in Spending as Shoppers Enter Amazon for Health & Personal Care
New Amazon Health & Personal Care Shoppers | Past 52 Weeks Ending 06/30/2019 vs YAG
12.
13. AGE
Gen X / Millennials
HHs: 58%, Index: 103
ETHNICITY
White
HHs: 71%, Index: 105
INCOME
High Income (>$80K)
HHs: 48%, Index: 111
SUBSCRIPTION
Prime Member
HHs: 66%, Index: 119
HOUSEHOLD SIZE
3+ Persons
HHs: 46%, Index: 102
MARITAL STATUS
Married
HHs: 58%, Index: 107
CHILDREN
Yes
HHs: 33%, Index: 105
URBANICITY
Suburban/Urban
HHs: 72%, Index: 100
EDUCATION
4+ Year College
HHs: 45%, Index: 108
14. Online Lover Saver Bulking Up
17% more likely to
be purchasing
online weekly
14% more likely
to be
buying in bulk
online
70% shop online
to save time
50% shop online
to save money
15. +13%
more likely to be
interacting with
Smart Home devices
Compared to the average Amazon
Shopper, Amazon Health &
Personal Care Shoppers are…
Know Where You Stack Up in Voice Search
16. Health & Personal Care Private Label Index (% of Spend)
Amazon Health & Personal Care Shoppers Indexed to Amazon Shoppers |
Past 52 Weeks Ending 06/30/2019
17. Vitamins & Supplements Share by Heavy, Medium Low Category Buyers (% of Units)
In FMCG Retailers | Past 52 Weeks Ending 06/30/2019
18. Vitamins & Supplements Share by Heavy, Medium Low Category Buyers (% of Units)
On Amazon | Past 52 Weeks Ending 06/30/2019
19.
20. 21%
have not bought
Health & Personal Care
on Amazon yet
The Remaining Opportunity for Amazon
Of Amazon Shoppers | Ending 06/30/2019
21. Amazon Health & Personal Care Total US Penetration by Category
All Shoppers | Ending 06/30/2019, Rolling 52 Weeks by Quarters
22. 1. Retailers Watch Out
2. Brands Need to Capitalize
3. Study What’s Next
32. Must be enrolled in the Professional seller plan with the following metrics:
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Product Requirements for Health and Personal Care
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34. ●
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● Ads must not make any unrealistic or excessive claims ie: That customers can lose weight by merely using the product without
following a calorie-controlled diet or exercise program.
● Check that your product is not in the restricted products list-
● Make sure product is labeled correctly with 1) quantity/amount of product 2) “supplement facts” panel 3) ingredient list 4) name
and address of manufacturer
55. SEP
The 2019 Advanced Email Marketing
Masterclass:
Expert Strategies for a Sophisticated
Email Marketing Program
Health & Personal Care Brands'
Successful Amazon Strategies:
Learning From Brands Like Advil and
Seventh Generation
OCT
13 Brands That Are Using Email
Marketing Creative to Crush
Performance for Holiday Campaigns
Google's New Ad Formats: What
We've Learned From Testing
Discovery and Gallery Ads
https://tinuiti.com/content/