By Nathan Rigby, VP at One Click Retail and Danny Silverman, CMO at Clavis Insight

With the holidays over, the lights taken down and the leftovers gone, most people are thinking about self-improvement. Proof of people taking their New Year’s resolutions seriously can be found on Amazon, where we see a consistent trend of sales growth in products such as nutrition, smoking cessation and fitness. This poses a major opportunity for brands to market to consumers who are, more than any other time of year, concerned with improving their lives.

To illustrate this, we’re going to take a look at Amazon’s most successful New Year’s Resolution items and how they’ve succeeded, analyzing their performance according to the “6Ps” framework:

  1. Product: Product availability is fundamental to success. Even a brief out-of-stock period can cause an ASIN’s rank to drop dramatically.
  2. Placement: Better placement means more shoppers see the product, increasing brand awareness and the opportunity for conversion.
  3. Price: It’s important to compete on price, but it’s more complicated than you think.
  4. Promotion: Promotions are a sure-fire way to increase your placement and attract more shoppers to your product page.
  5. Page: A successful product page requires high-quality images, A+ content, strong keywords and a lot of positive customer reviews.
  6. Performance: A good performance created a positive feedback loop which allows you to reach a wider audience and increase your sales.

Resolution #1: Stop Smoking

Top ASIN: Nicorette Nicotine Gum Fruit Chill 4 milligram Stop Smoking Aid

This was 2017’s top overall seller in smoking cessation – a common resolution – with a YoY growth of 140%, outperforming the previous leader Nicoderm. Last year this item accounted for 10% of total cessation product sales and 16% of total cessation gum sales, a category which grew by 120% YoY. Key to achieving such a high growth rate is for the Product to remain consistently in stock in order to create a positive feedback loop or “flywheel” – a strong Performance improves your Placement, bringing more shoppers to your Page, which in turn improves your Performance.

The Page is complete and strong, featuring informative A+ content, critical for new shoppers in the category. However, this item ​appears to have heavy price competition, which may be driving the price down and resulting in occasional loss of the Buy Box.. This causes sales to go ​to ​a​ 3rd party ​​seller, slowing the momentum of the Amazon flywheel.

Resolution #2: Lose Weight

Top ASIN: Fitbit Aria Wi-Fi Smart Scale, Black

Fitbit has become a household name, and consequently has the advantage of owning relevant search terms. Shoppers of wearable fitness trackers typically type “fitbit” in the Amazon search bar, which forces competitors to try to win this term organically. In the rollout of the latest model of its bestselling fitness scale, Fitbit has pre-emptively purchased a sponsored search for the term “Fitbit Aria” – a good strategy to keep competitors from co-opting the term.

Last year the Aria tripled in sales during the holiday season and grew by another 70% in the first week of January. This item has no 3P activity at all and has sold at a consistent Price since its introduction in October. However, a low customer review count (only 5 at the time of writing) is causing this item to rank low in search results. Additionally, the item’s page lacks some relevant keywords, including “weight”, “body fat” and “BMI.” Based on these two problems,  we would give this item a low Page score.

Other Top ASINs:

  • Orlistat 60 milligram Diet Supplement Pill
  • The Whole30: The 30-Day Guide to Total Health and Food Freedom (Book)

Resolution #3: Work Out More

Top ASIN: Optimum Nutrition 100% Whey Gold Standard, Double Rich Chocolate, 5 Pound

Optimum Nutrition has earned the #1 bestselling item in Sports Nutrition with a great Placement, good Promotions and strong Page content. It also boasts over 15,000 customer reviews with an average rating of 4.5. This item places as #6 in Sports Nutrition and #1 in all sub-menus (Protein, Powders, and Whey), and is Amazon’s Choice for Protein Powder. A Promotion during the first week of January helped drive a growth of 40%, resulted in estimated 2017 sales of $14M.

Items in the Sports Nutrition category tend to spike early in the year and then level out, with consumers trying this product as they begin their resolutions. This high sales period is an opportunity for brands to reach a new audience, many of whom will become repeat customers throughout the year. Optimum Nutrition has taken advantage of this by introducing a 15% off coupon on the product page, as well as sponsored placements on key terms such as “protein powder”.

Other Top ASINS:

  • Fitbit Charge 2 Heart Rate + Fitness Wristband, Black, Large
  • Bowflex SelectTech 552 Adjustable Dumbbells (Pair)

Resolution #4: Read More

Top ASIN: The Subtle Art of Not Giving a F*ck: A Counterintuitive Approach to Living a Good Life

The Books product group tends to do very well on Amazon both during the holiday season and during the New Year’s Resolutions period, with the focus on self improvement leading to spikes in sales of Self-Help books and books about health, nutrition and exercise. Fiction also does well during January as many people resolve to do more reading.

The top ASIN for this resolution was the top seller in Self-Help books for both physical and ebooks despite ranking low in Placement in the Kindle store overall, and despite not being supported by any Promotions. This is an example of the power of having a Perfect Page, which includes ample reviews with an average rating of 4.5 and a “Look Inside” allowing shoppers to sample the book. The book’s Page drove it to #1 Most Read status on Amazon’s charts. Holiday 2016’s strong Performance allowed the ASIN to carry its momentum into 2017, maintaining  average weekly sales 2.5 times higher than pre-holiday sales and earning an annual estimated $3M.

Other Top ASINs:

  • Origin: A Novel

Resolution #5: Explore

Top ASIN: Garmin GPSMAP 64st, TOPO U.S. 100K with High-Sensitivity GPS

In this technological age, many people’s New Year’s resolutions involve spending more time outdoors and away from their devices. Garmin’s portable GPS tracker allows explorers to navigate their hiking, skiing and cycling adventures while leaving their cellphones turned off or at home (or while escaping cellphone service entirely). Last year’s January sales of this ASIN grew 40% YoY and it remains the top handhand GPS on Amazon with an estimated $3M in annualized sales.

Sales steadily increased throughout 2017 in response to a gradual drop in Price over the course of the year from $350 to $264 (at the time of writing), without any Promotions observed on the page. It appears the price decline was caused by Amazon price matching other retailers and sellers, as several 3rd party sellers have prices within pennies of the Amazon price, but this has had a positive result on sales volumes for Garmin. A high consumer rating and a crowd-pleasing comparison table on the product Page is another competitive advantage (though the 600+ customer questions on the page is a yet-untapped opportunity for the brand to engage directly with consumers by answering their questions instead of relying on other shoppers to do so).

The 6Ps – Product, Placement, Price, Promotion, Page and Performance – are a checklist for brands. Lacking in any one of these areas signals untapped sales potential. The New Year period is a unique time for brands in the health, fitness, self-help and other related spaces to reach a broader audience and convert curious consumers who might be trying to take on a new healthy habit or hobby – or to quit an unhealthy one. By understanding why and how consumers shop – and why and how Amazon directs them to any given item – brands can elevate themselves above the competition.

About One Click Retail:

One Click Retail is the industry’s most accurate source of sales data for the world’s top eCommerce marketplaces. Using a combination of website indexing, machine learning and proprietary software, OCR estimates weekly online sales figures with market leading accuracy in order to deliver the best insights, analytics and strategies to their brand manufacturer clients. To catch a glimpse of how OCR gives brands critical edge on online platforms with our unique data and expertise, subscribe to our weekly eCommerce insights blog, and follow us on Twitter and LinkedIn.

If you are a brand manufacturer who would like to learn more about how you stack up to the competition—or would like to see your market share and category growth insights—email us at info@oneclickretail.com for a free capabilities demo.

About Clavis Insight:

Clavis Insight is a global leader in online channel insights for product manufacturers, and a principal innovator at the forefront of the eCommerce analytics revolution. The company has developed a powerful framework – 6Ps eCommerce Intelligence™ – for organizing and prioritizing eCommerce analytics and actions to drive online channel success for brands. Global manufacturers use their daily eCommerce analytics and insights to drive sales in their categories online, to optimize content for brand equity enhancement, protection and product information compliance, and to deliver consistent, unified reporting on online retailer brand presence and performance.

For more information on Clavis Insight 6Ps eCommerce Intelligence™ visit www.clavisinsight.com. www.clavisinsight.com