Amazon Category Update: Q2 2020

July 8, 2020 | Posted By Sarah Whedon

Back in early May, we published a category-by-category analysis of the initial impact of COVID-19 across Amazon businesses. Since that time, COVID-19 has continued to impact both supply chains and consumer behaviors, but these changes are highly industry dependent. 

To highlight how activity on Amazon has continued to shift from month to month, Teikametrics  examined March through June data across our client base of thousands of Amazon sellers. The analysis focused on five key Amazon metrics — click volume, CPC, ad spend, sales, and ACoS. 

Because these changes vary widely from category to category, we broke this down accordingly:

  • Garden & Outdoor
  • Sports & Outdoors
  • Tools and Home Improvement
  • Clothing, Shoes & Jewelry
  • Grocery & Gourmet Food
  • Electronics
  • Home & Kitchen
  • Health & Household
  • Pet Supplies
  • Toys & Games

Check out the infographic below or download the PDF here.

At a glance, you’ll notice that ‘Garden & Outdoor’ click volume and sales increased over the latter half of spring, with CPC and ACoS declining. This likely reflects people spending more time outdoors and wanting to improve their outdoor space as they realized that they could expect to spend a lot of time in their own yards and gardens this year. 

On the other hand, ‘Toys & Games’ saw a spike in click volume, ad spend, and sales in April with a relatively flat CPC and ACoS. The likely explanation is that people tried to quickly stock-up on ways to keep themselves and their children entertained indoors when stay-at-home orders came.

Take a look at the blue and purple lines across all the charts. In none of these categories did CPC or ACoS rise substantially from the baseline in March, even though in many cases spend increased. This indicates that even with challenges in the marketplace, it’s sensible (and in fact profitable) to continue advertising as usual if you have the budget available. 

Find your category on our infographic and make sure you understand the competitive landscape in which you’re selling so you can hone a winning advertising strategy.

[Learn more about how Teikametrics Flywheel helps thousands of sellers to optimize their Amazon ads]