amazon fastmovers best selling usinsights.profitero.com/rs/476-bcc-343/images/a059 baby us... ·...

Best Selling Product Benchmarks

Amazon FastMovers

Best Selling USBaby Brands Special Q2 2016 Report

Cash in the Cradle: Recognize how pivotal Amazon can be to your eCommerce strategy

A M A Z O N F A S T M O V E R S : I N T R O D U C T I O N Q 2 2 0 1 6

www.profitero.com

For many consumers, having a baby is the gateway to online shopping. New

mothers are four times more likely to buy their groceries online than the average person – and rely heavily on other parents’ recommendations.

Customer reviews are shown to be a key driver of baby sales on Amazon: products need to be regarded as safe and effective, part of the reason reviews are so critical in this category. What pleases one set of parents is likely to please another.

Did you know that diaper brand Luvs received almost 5,000 product reviews in April to become the 3rd best-selling diaper brand on Amazon?

With eCommerce continuing to be the fastest growing retail channel, it’s essential to understand what’s going on in the Amazon market place because:

• Amazon continues to dominate as the world’s largest e-retailer, with Planet Retail predicting that Amazon will see the highest growth between now and 2020 against all major retailers

• Amazon accounted for 60% of US online sales growth in 2015, according to Forrester

• According to BloomReach, 44% of consumers start their product searches on Amazon

Special Edition of Amazon FastMovers reports

This report compiles the key baby categories on Amazon, and includes best-selling brands in:

Amazon USBaby Diapering

041 5

http://totalaccess.emarketer.com/view/Article/Which-Retailers-Will-See-Highest-Sales-2020/1013446?ECID=TA1003

http://totalaccess.emarketer.com/view/Article/Which-Retailers-Will-See-Highest-Sales-2020/1013446?ECID=TA1003

http://bloomreach.com/2015/10/survey-amazon-is-burying-the-competiton-in-search/

A M A Z O N F A S T M O V E R S : I N T R O D U C T I O N Q 2 2 0 1 6

www.profitero.com

Rely on our Amazon FastMovers reports for vital intelligence on the competition

“It’s not surpris ing that

many parents turn to online

shopping. After the birth of

child, they’re exhausted and

overwhelmed. New mothers

are four times more likely to

buy their groceries online than

the average person.”

Phil Walker, Senior

eCommerce Manager,

Danone Europe

Sign up to receive future issues of Profitero’s Amazon FastMovers

• Monitor Amazon’s Best Sellers daily in the US (more than 4.9 million products monitored) and UK (more than 2.1 million products monitored)

• Release complimentary FastMovers reports on a monthly basis, with each report featuring the products with the best sales performance in that given month—also known as the FastMovers 100

• Show you essential sales trends, such as the fact that the fastest-moving brands and products may be emerging brands, and not necessarily the incumbent market leaders in the brick-and-mortar channel

As Amazon accelerates its growth in 2016—and further strengthens its position as a key account or strategic customer for many global brands—you need data that helps you benchmark your online performance and attain competitive advantage. That’s where Profitero comes in. Count on us to:

Use the Amazon FastMovers Reports to:

• Get ahead of the competition by spotting the key trends to capitalize on for both your eCommerce and brick & mortar operations

• Understand the programs you need to be in to win online, such as Subscribe & Save

• Gain the insights you need to drive sales, by benchmarking your product's pricing and number of reviews against Amazon's best sellers

http://insights.profitero.com/amazon-fastmovers-reports.html


Amazon FastMovers

US Baby April 2016 Report

April 2016 – US Baby – Best-Selling Product Benchmarks | 05

FastMovers

Executive Summary

Stability

Pricing

Product Attributes

Programs

25DaysAverage Tenure

16New Arrivals

4.4Average Product Rating

$2088Average Price

75%Prime-Eligible

1%Subscribe & Save

24Max Number of Price Changes

8Average Number of Price Changes

1,565AverageReviews

5AverageImages


FastMovers

BrandsBrand Number of Products

Munchkin 12

Medela 7

Summer Infant 6

Regalo 5

The First Years 4

Insights

Prime eligibility increased from 70% in March 2016 to 75% in April 2016

“Summer Infant Contoured Changing Pad” climbed 1 spot and became the new #1 FastMover

Munchkin remained the #1 brand and accounted for 2 New Arrivals in April 2016Munchkin

#1FastMover

75%Prime

Eligible


FastMovers

New Arrivals

Product Title Avg. Price

Max. Price

Min. Price

3P Sellers

Prime Eligible S & S Star

Rating Reviews Images

Summer Infant Pop 'n Play Portable Playard $60.63 $62.98 $55.51 75 Y 4.6 960 6

Munchkin Auto Seat Protector, 1 Count $7.51 $7.59 $7.41 13 4.6 635 6

Munchkin Miracle 360 Sippy Cup, Pink/Orange, 10 Ounce, 2 Count $10.30 $10.43 $10.17 13 Y 4.4 1,648 5

Summer Infant Deluxe Comfort Booster, Tan $17.09 $19.99 $15.98 66 Y 4.2 994 7

J.L. Childress Gate Check Bag for Car Seats $11.42 $15.99 $9.54 23 Y 3.7 832 5

Prince Lionheart Jumbo Toy Hammock $6.99 $6.99 $6.99 9 Y 4.3 2,394 1

Medela Breastmilk Bottle Set, 8 Ounce $11.76 $11.79 $11.69 58 Y 4.4 777 3

The First Years American Red Cross Deluxe Nail Clipper with Magnifier $2.99 $2.99 $2.99 33 4.1 858 6

Nsstar Invisible Bras Push Up Self Adhesive Strapless Bra Silicone Free Bra B $10.89 $10.99 $10.60 6 Y 3.1 122 7

Evenflo Big Kid AMP Booster Car Seat, Sprocket $36.35 $46.99 $28.90 29 Y 4.5 1,397 3

Infantino Twist and Fold Activity Gym, Vintage Boy $30.63 $44.29 $26.89 29 Y 4.7 1,158 4

Regalo Home Accents Extra Tall Walk Thru Gate, Hardwood and Steel $44.49 $44.60 $44.36 16 Y 4.4 724 3

Baltic Amber Teething Necklace For Babies (Unisex) (Cognac) - Anti Flammatory, Drooling & Teething Pain Reduce Properties - Natural Certificated Oval Baltic Jewelry with the Highest Quality Guaranteed. Easy to Fastens with a Twist-in Screw Clasp Mothers Approved Remedies!

$16.99 $16.99 $16.99 2 Y 4.3 1,171 7

North States Superyard Colorplay 8 Panel Playard $78.21 $95.36 $76.99 12 Y 4.6 2,423 6

Babylian(TM) Baby Carrier/Sling Suit for 3~36 mounths/3.5~25kg baby,Cotton,CPSC Certification (blue) $22.39 $22.99 $19.99 0 Y 3.9 21 5

Dreambaby Safety Catches, 12 Count $5.99 $5.99 $5.95 32 Y 3.4 497 6


FastMovers

Movers Up

Movers Down

Moves Product TitleAvg. Price

Max. Price

Min. Price

3P Sellers



-72 Munchkin Arm & Hammer Diaper Pail Snap, Seal and Toss Refill Bags, 900 Count, 30 Pack $25.95 $26.90 $25.49 7 4.6 866 6

-44 Infantino Textured Multi Ball Set $9.92 $17.05 $7.84 45 Y 4.6 609 5

-43 Jumbo Toy Hammock Net Organize Stuffed Animals $6.99 $6.99 $6.99 3 Y 4.1 606 2

-42 WubbaNub Infant Pacifier - Giraffe $14.56 $19.95 $13.95 7 Y 4.6 1,384 1

-41 mybaby HoMedics SoundSpa On-The-Go $10.32 $13.29 $9.99 22 4.0 1,440 2

-39 Munchkin Ocean Squirts Bath Toys, 4 Pack $8.11 $10.61 $6.65 74 Y 4.5 839 3

-38 *2 Pack* Jumbo Toy Hammock Net Organize Stuffed Animals By Handy Laundry $12.95 $12.99 $12.89 3 Y 4.2 526 1

-37 Regalo 192-Inch Super Wide Gate and Play Yard, White $97.20 $124.39 $79.98 19 Y 4.5 1,109 8

-35 WubbaNub Brown Monkey Pacifier $13.95 $13.95 $13.95 11 Y 4.6 1,256 1

-32 THERMOS FOOGO Vacuum Insulated Stainless Steel 10-Ounce Straw Bottle, Pink/Purple $15.66 $19.65 $12.12 26 4.2 2,121 6


Max. Price

Min. Price

3P Sellers



56 Summer Infant Pop 'n Play Portable Playard $60.63 $62.98 $55.51 75 Y 4.6 960 6

48 Munchkin Auto Seat Protector, 1 Count $7.51 $7.59 $7.41 13 4.6 635 6

47Burtyer King Size Adjustable Children Safety Locks - Baby Latches For Refrigerator, Drawer, Cabinet, Dishwasher, Toilet Seat - Easiest Installation, Beige Color

$6.31 $6.46 $5.92 5 Y - 0 5

42Scottie King Size Adjustable Children Safety Locks, Baby Latches To Refrigerator, Drawer, Cabinet, Dishwasher, Toilet Seat, Easiest Installation, Brown Color

$6.48 $8.66 $5.92 6 Y - 0 3

40 COSIMYA Adjustable & Multifunctional Baby Safety Locks - Latches, 2 Packs, White $6.74 $7.09 $6.55 5 Y - 0 5

38 Munchkin Miracle 360 Sippy Cup, Pink/Orange, 10 Ounce, 2 Count $10.30 $10.43 $10.17 13 Y 4.4 1,648 5

35 HALO SleepSack 100% Cotton Swaddle, Cream, Small $14.63 $18.49 $9.99 23 4.4 1,384 7

33Essential Oil Diffuser by Vafee - Portable Air Humidifier & Cool Mist Aromatherapy Diffuser - Ionizer Air Purifier - Auto Shut-Off Function - 7 Colored LED Lights - 100ml

$23.92 $23.99 $22.99 4 Y 5.0 39 7

32 VTech DM221 Safe & Sound Digital Audio Baby Monitor $31.80 $35.98 $29.95 0 Y 4.0 3,737 14

31 Summer Infant Deluxe Comfort Booster, Tan $17.09 $19.99 $15.98 66 Y 4.2 994 7


FastMovers

FastMovers 100 Products

Rank Product TitleAvg. Price

Max. Price

Min. Price

3P Sellers



1 Summer Infant Contoured Changing Pad $17.93 $17.95 $17.69 0 Y 4.6 2,000 4

2 Baby Einstein Take Along Tunes Musical Toy $7.10 $8.29 $6.69 278 Y 4.7 7,104 6

3 Regalo Easy Step Walk Thru Gate, White, Fits spaces between 29" and 39" Wide $32.47 $42.25 $31.98 0 Y 4.2 4,791 1

4 Dr. Brown's Bottle Brush $3.31 $3.44 $3.18 68 4.1 1,502 3

5 Medela Pump and Save Breast Milk Bags, 50 Count $14.48 $15.49 $9.99 62 Y 4.0 1,063 3

6 Nuby Bathtime Fun Bath Toys, Octopus Hoopla, Purple $6.99 $6.99 $6.99 53 Y 4.4 1,098 9

7 Mommy's Helper Outlet Plugs, 36 Count $2.99 $2.99 $2.99 26 4.5 1,412 3

8 Vulli Sophie la Girafe $20.24 $23.21 $12.35 127 Y 4.4 5,787 2

9 Munchkin Miracle 360 Sippy Cup, Green/Blue, 10 Ounce, 2 Count $10.40 $10.54 $10.25 27 Y 4.4 1,648 5

10 Baby Banana Bendable Training Toothbrush, Infant $8.14 $8.49 $7.95 15 Y 4.7 4,145 11

11 Safety 1st Heavenly Dreams White Crib Mattress $54.20 $57.99 $51.99 44 Y 4.3 2,276 6

12 Nuby Icybite Hard/Soft Teething Keys $3.54 $3.63 $3.49 66 4.4 1,287 6

13 Diaper Dekor Plus Refill, 2 Count $14.90 $15.29 $14.38 24 Y 4.5 653 1

14 Munchkin Soft-Tip Infant Spoon, 6 Count $4.18 $4.49 $2.63 167 4.6 1,767 7

15 Dr. Brown's BPA Natural Flow Bottle Newborn Feeding Set (Packaging may vary) $16.16 $19.17 $15.72 44 Y 4.4 1,385 5

16 Summer Infant Lil' Loo Potty, White and Teal $9.32 $10.99 $7.99 35 4.6 2,224 2

17 Munchkin Miracle 360 Trainer Cup, Green/Blue, 7 Ounce, 2 Count $10.89 $11.25 $10.77 19 Y 4.4 1,043 5

18 The First Years Sure Comfort Deluxe Newborn To Toddler Tub, Blue $16.85 $17.40 $15.99 55 Y 4.5 2,294 7

19 Infant Optics DXR-8 Video Baby Monitor With Interchangeable Optical Lens, White/Biege $170.83 $170.99 $170.60 0 Y 4.7 3,866 9

20Replacement Tubing (1 Retail Pack of 2 tubes) for Medela Pump in Style and New Pump in Style Advanced Breast Pump - 100% BPA FREE

$7.98 $7.98 $7.98 18 4.5 1,115 9

21 Wall Saver for Pressure Gates, 2 Pack $12.95 $12.95 $12.95 8 Y 4.6 364 5

22 Philips Avent Soothie Pacifier, Pink/Purple, 0-3 Months, 2 Count $3.38 $3.60 $3.01 77 4.5 2,264 5

23 Medela Quick Clean Breastpump & Accessory Wipes 24 ct $6.64 $8.99 $6.02 53 4.6 516 2

24 NUK Mash and Serve Bowl for Making Homemade Baby Food $8.07 $8.07 $8.07 51 Y 4.6 1,610 7

25 Sassy Baby Disposable Diaper Sacks, 200 Count $6.99 $6.99 $6.99 27 Y 4.6 1,233 1


FastMovers


Max. Price

Min. Price

3P Sellers



26 Munchkin Xtraguard Dual Action Multi Use Latches, 2 Count $7.76 $7.99 $6.77 23 Y 4.6 2,030 5

27 Munchkin Stay Put Suction Bowl, 3 Count $7.81 $7.97 $6.69 80 Y 3.7 1,878 7

28 Leachco Snoogle Total Body Pillow, White $56.39 $59.89 $55.00 46 Y 4.4 5,559 10

29 Fisher-Price Rainforest Jumperoo $71.80 $80.52 $62.63 61 Y 4.8 3,900 23

30 Graco Backless TurboBooster Car Seat, Galaxy $23.22 $24.38 $22.21 42 Y 4.6 1,018 4

31 Regalo Swing Down Bedrail, White $20.71 $30.99 $19.98 37 Y 4.1 1,122 5

32 Medela Harmony Manual Breast Pump $29.99 $29.99 $29.97 130 Y 4.2 1,786 3

33 Philips AventBPA Free Soothie Pacifier, 3+ months, Green, 2 Count $3.24 $4.49 $2.78 42 4.3 438 5

34 Skip Hop Bath Spout Cover, Moby $12.99 $12.99 $12.99 12 Y 4.3 2,081 6

35 American Baby Company Waterproof Fitted Crib and Toddler Protective Mattress Pad Cover, White $23.93 $24.60 $21.97 0 Y 4.6 481 3

36 Playtex Drop In Liners for Nurser Bottles, 100 Count $7.39 $7.59 $7.17 123 Y 4.7 678 7

37 Sassy Developmental Bumpy Ball $7.17 $9.81 $6.83 161 Y 4.5 221 8

38 Bright Starts Grab and Spin Rattle $2.89 $2.99 $2.59 41 4.8 345 3

39 Nosefrida Baby Nasal Aspirator with 4 filters and 20 Additional Filters $18.00 $24.99 $15.98 8 Y 4.6 1,433 8

40 Medela Breast Milk Collection and Storage Bottles, 5 Ounce, 6 Count $11.88 $13.52 $11.33 44 Y 4.6 526 4

41 Munchkin Fresh Food Feeder, Colors May Vary, 2 Count $8.04 $8.29 $6.95 40 Y 4.1 1,554 5

42 OXO Tot Silicone Tub Drain Stopper- Aqua $7.99 $7.99 $7.99 32 Y 4.5 1,400 6

43 Comotomo Baby Bottle, Green, 8 Ounce, 2 Count $23.86 $23.99 $21.37 35 Y 4.6 1,241 7

44 myBaby SoundSpa Portable $19.78 $19.99 $17.95 0 Y 4.2 1,557 6

45 Summer Infant Pop 'n Play Portable Playard $60.63 $62.98 $55.51 75 Y 4.6 960 6

46 Summer Infant Multi-Use Deco Extra Tall Walk-Thru Gate, Bronze $59.80 $63.49 $58.99 0 Y 4.6 3,491 4

47 The First Years Take & Toss Spill-Proof Straw Cups - 10Oz, 4 Pack $3.65 $7.24 $2.38 34 4.4 812 6

48 Colorful-decals© Wall Sticker Decal Mural Self Adhesive Paper Art Deco Love Without Quote Sticker $3.10 $3.50 $2.73 9 3.0 4 7

49 Graco SnugRide Click Connect 30/35 LX Infant Car Seat Base, Black $45.53 $49.99 $37.97 29 Y 4.7 681 5

50 The First Years Quick Serve Bottle Warmer $19.16 $26.69 $15.57 102 Y 3.9 1,720 7

FastMovers 100 Products (Continued)


FastMovers



Max. Price

Min. Price

3P Sellers



51Burtyer King Size Adjustable Children Safety Locks - Baby Latches For Refrigerator, Drawer, Cabinet, Dishwasher, Toilet Seat - Easiest Installation, Beige Color

$6.31 $6.46 $5.92 5 Y - 0 5

52Babylian Baby Color Recognition Intelligence Toys Bricks,Wooden Shape Sorter Cube,Early Childhood Education for 1-3 Years Old,CPSC Certification.

$24.32 $24.99 $22.99 9 Y 4.4 47 9

53 Munchkin Auto Seat Protector, 1 Count $7.51 $7.59 $7.41 13 4.6 635 6

54 Medela Contact Nipple Shield, Medium $6.27 $6.49 $5.84 43 Y 4.4 1,092 3

55Scottie King Size Adjustable Children Safety Locks, Baby Latches To Refrigerator, Drawer, Cabinet, Dishwasher, Toilet Seat, Easiest Installation, Brown Color

$6.48 $8.66 $5.92 6 Y - 0 3

56 COSIMYA Adjustable & Multifunctional Baby Safety Locks - Latches, 2 Packs, White $6.74 $7.09 $6.55 5 Y - 0 5

57 Philips Avent Soothie Pacifier, Blue, 0-3 Months, 2 Count $3.07 $3.19 $2.95 50 4.5 2,263 5

58 Medela Quick Clean Micro-Steam Bags, 5 Count $5.23 $8.42 $4.31 91 4.8 560 3

59Essential Oil Diffuser by Vafee - Portable Air Humidifier & Cool Mist Aromatherapy Diffuser - Ionizer Air Purifier - Auto Shut-Off Function - 7 Colored LED Lights - 100ml

$23.92 $23.99 $22.99 4 Y 5.0 39 7

60 HALO SleepSack 100% Cotton Swaddle, Cream, Small $14.63 $18.49 $9.99 23 4.4 1,384 7

61 NoseFrida The Snotsucker Nasal Aspirator $15.19 $17.00 $13.59 31 Y 4.6 5,414 4

62 VTech DM221 Safe & Sound Digital Audio Baby Monitor $31.80 $35.98 $29.95 0 Y 4.0 3,737 14

63 Munchkin Miracle 360 Sippy Cup, Pink/Orange, 10 Ounce, 2 Count $10.30 $10.43 $10.17 13 Y 4.4 1,648 5

64

Creaker® Wireless/Wired WiFi Security Cam Video Baby Nanny Camera Pet Monitor with Two-Way Audio,Pan Tilt,P2P WPS IR-Cut Nanny Camera,Night Vision and Motion Detection,1 Year Warranty (white)

$69.99 $69.99 $69.99 4 Y 4.0 45 7

65

Creaker® C366 HD Monitor Upgraded Wireless Wifi Indoor Security Surveillance IP Camera, Video Baby/Pet Monitor Plug/Play, P2P WPS IR-Cut Cloud Camera Pan/Tilt with 2 Way Audio and Night Vision(White)

$89.99 $89.99 $89.99 5 Y 3.8 62 9

66 WubbaNub Infant Pacifier - Giraffe $14.56 $19.95 $13.95 7 Y 4.6 1,384 1

67 Graco Pack 'n Play Playard, Aspery $51.25 $82.52 $37.88 19 4.7 626 3

68 Regalo My Cot Portable Bed, Royal Blue $25.87 $39.21 $23.77 45 Y 4.5 3,239 8

69 Kiinde Breast Milk Storage Twist Pouch (6 oz - Pack of 80) $22.76 $25.99 $19.99 12 Y 4.7 1,114 8

70 Summer Infant Deluxe Comfort Booster, Tan $17.09 $19.99 $15.98 66 Y 4.2 994 7

71 Munchkin Two Snack Catchers, Colors May Vary $6.07 $6.99 $4.47 24 4.3 1,084 7

72 J.L. Childress Gate Check Bag for Car Seats $11.42 $15.99 $9.54 23 Y 3.7 832 5


FastMovers



Max. Price

Min. Price

3P Sellers



73 Munchkin 3 Count Waterproof Changing Pad Liners $7.59 $7.59 $7.59 21 3.9 525 3

74 Prince Lionheart Jumbo Toy Hammock $6.99 $6.99 $6.99 9 Y 4.3 2,394 1

75 Simple Wishes Hands-Free Breastpump Bra, Pink, X-Small-Large $36.32 $39.25 $28.53 21 Y 4.7 4,765 10

76

Toddler Pillow WITH PILLOWCASE by Dreamtown Kids. CHIROPRACTOR RECOMMENDED for Best Kids Neck Support. Great for Sleep or Travel. Hypoallergenic Cotton Blend, 14x19 in. Ages 2+ Made in the USA.

$14.95 $14.95 $14.93 9 Y 4.7 1,898 8

77 Medela Breastmilk Bottle Set, 8 Ounce $11.76 $11.79 $11.69 58 Y 4.4 777 3

78 Safety 1st Magnetic Locking System, 1 Key and 8 Locks $24.35 $26.84 $22.15 44 Y 4.3 1,876 5

79 The First Years American Red Cross Deluxe Nail Clipper with Magnifier $2.99 $2.99 $2.99 33 4.1 858 6

80 Delta Children 4 Pocket Hanging Wall Organizer, Beige $10.09 $14.94 $7.88 26 Y 3.6 492 3

81 Munchkin Arm & Hammer Diaper Pail Snap, Seal and Toss Refill Bags, 900 Count, 30 Pack $25.95 $26.90 $25.49 7 4.6 866 6

82 Nsstar Invisible Bras Push Up Self Adhesive Strapless Bra Silicone Free Bra B $10.89 $10.99 $10.60 6 Y 3.1 122 7

83 Infantino Textured Multi Ball Set $9.92 $17.05 $7.84 45 Y 4.6 609 5

84 *2 Pack* Jumbo Toy Hammock Net Organize Stuffed Animals By Handy Laundry $12.95 $12.99 $12.89 3 Y 4.2 526 1

85 Evenflo Big Kid AMP Booster Car Seat, Sprocket $36.35 $46.99 $28.90 29 Y 4.5 1,397 3

86 Summer Infant Ultra Plush Change Pad Cover, Geo $8.09 $12.99 $6.99 10 4.9 146 1

87

Toddler Pillow 13 X 18 - Soft & Hypoallergenic - Made in USA - Better Sleep for Toddlers - Smooths Transition to 'Big Kid' Bed - Perfect for School Naps - Backed by Our "Love the Fluff" Guarantee

$18.95 $18.95 $18.95 7 Y 4.8 3,063 8

88 Infantino Twist and Fold Activity Gym, Vintage Boy $30.63 $44.29 $26.89 29 Y 4.7 1,158 4

89 Regalo Home Accents Extra Tall Walk Thru Gate, Hardwood and Steel $44.49 $44.60 $44.36 16 Y 4.4 724 3

90 Diaper Genie Carbon Filters $6.39 $14.28 $4.49 14 3.4 368 6

91 WubbaNub Pacifier - Elephant $13.95 $13.95 $13.95 13 Y 4.5 536 1

92 Regalo Easy Open 50 Inch Super Wide Walk Thru Gate, White $36.84 $41.70 $30.51 0 Y 3.7 2,418 5

93 Evenflo Tribute LX Convertible Car Seat, Saturn $55.53 $74.70 $45.05 32 4.2 1,692 4

94 Jumbo Toy Hammock Net Organize Stuffed Animals $6.99 $6.99 $6.99 3 Y 4.1 606 2

95 Munchkin Warm Glow Wipe Warmer $19.28 $19.85 $18.56 48 Y 4.2 1,254 7


FastMovers



Max. Price

Min. Price

3P Sellers



96

Baltic Amber Teething Necklace For Babies (Unisex) (Cognac) - Anti Flammatory, Drooling & Teething Pain Reduce Properties - Natural Certificated Oval Baltic Jewelry with the Highest Quality Guaranteed. Easy to Fastens with a Twist-in Screw Clasp Mothers Approved Remedies!

$16.99 $16.99 $16.99 2 Y 4.3 1,171 7

97 North States Superyard Colorplay 8 Panel Playard $78.21 $95.36 $76.99 12 Y 4.6 2,423 6

98 Babylian(TM) Baby Carrier/Sling Suit for 3~36 mounths/3.5~25kg baby,Cotton,CPSC Certification (blue) $22.39 $22.99 $19.99 0 Y 3.9 21 5

99 Dreambaby Safety Catches, 12 Count $5.99 $5.99 $5.95 32 Y 3.4 497 6

100 Boon Grass Countertop Drying Rack,Green $13.91 $14.36 $12.99 105 Y 4.7 1,061 6


FastMovers

Data Collection and Methodology

In each country, Amazon updates its 100 best-selling products in each category hourly. Profitero monitors these best sellers lists in the US (more than 4.9 million products) and the UK (more than 2.1 million products) daily and analyzes products’ performance over specific time periods to produce a cumulative ranking of best-selling products. We release these FastMovers reports monthly. Categorization is Taken Directly From Amazon’s Product Taxonomy:

•New Arrivals identifies products that appear in a given month’s FastMovers ranking and did not appear in the previous month

•FastMovers 100 identifies the products with the best cumulative sales performance during each month, calculated as a function of rank and tenure on Amazon’s public best sellers lists

•Movers Up refers to products that ascend the most spots in Profitero’s calculated ranking of best selling products during a specific time period

•Movers Down refers to products that descend the most spots in Profitero’s calculated ranking of best selling products during a specific time period

•S & S refers to Amazon’s “Subscribe & Save” program

About Profitero Profitero is a global provider of eCommerce intelligence for retailers and brands, collecting data on more than 275 million product pages at more than 4,000 online retailers every day. Profitero provides retailers with their competitors’ prices, promotions and full product assortment information. More than 50 global retailers and brand manufacturers including Waitrose, Morrisons, and Ocado rely on Profitero’s accurate and timely intelligence to make more informed decisions, helping them to increase sales and margins. Profitero also supplies brand manufacturers with critical eCommerce intelligence including price and promotions, search rankings, product content, ratings & reviews, and more, helping to improve online sales and market positioning. For more information, email [email protected] or visit www.profitero.com

Use the Amazon Fastmovers Reports to: • Identify strong-selling new products in your category, including launches from competitors • Benchmark high-performing products’ pricing, pack configuration, ratings & reviews, and other attributes • Gauge the importance of participating in Amazon programs such as Subscribe & Save and Prime

Disclaimer: Amazon FastMovers reports are an independent publication of Profitero and have not been authorized, sponsored, or otherwise approved by Amazon. All trademarks, service marks, trade names, trade dress, product names and logos appearing in these reports are the property of their respective owners. Profitero does not endorse consumer products, and product mentions in the FastMovers reports cannot be construed as an endorsement or recommendation.

To receive future updates to this report, please visit our blog: blog.profitero.com/amazon-fast-movers


Amazon FastMovers

US Diapering April 2016 Report


FastMovers

Executive Summary

Stability

Pricing

Product Attributes

Programs

27DaysAverage Tenure

15New Arrivals

4.4Average Product Rating

3059Average Price

60%Prime-Eligible

81%Subscribe & Save

21Max Number of Price Changes

4Average Number of Price Changes

2,277AverageReviews

8AverageImages


FastMovers

BrandsBrand Number of Products

Pampers 42

Huggies 28

Luvs 4

Pull-Ups 3

Seventh Generation 3

Insights

Subscribe and Save eligibility increased from 69% in March 2016 to 81% in April 2016

The average price increased 6% to $30.59

The #1 brand (Pampers) and #2 brand (Huggies) accounted for 70% of the FastMovers in April 2016

6%Increase in

Price

Pampers&

Huggies

81%S&S

Eligible


FastMovers

Product Title Avg. Price

Max. Price

Min. Price

3P Sellers



HUGGIES Natural Care Unscented Baby Refill Wipes, 648 Count $15.17 $17.59 $14.97 5 Y 4.5 1,830 6

HUGGIES One & Done Refreshing Baby Wipes, Refill, 648 Count $15.43 $22.95 $14.97 3 Y 4.4 13 2

HUGGIES Little Movers Diaper Pants, Size 5, 128 Count $40.88 $45.99 $39.09 0 Y Y 4.3 892 8

Huggies Little Movers Diapers, Size 3, 174 Count (Packaging May Vary) $40.53 $45.99 $39.09 0 Y Y 4.4 1,530 7

Pull-Ups Learning Designs Training Pants for Boys, Size 3T-4T, 66 Count $25.99 $25.99 $25.99 0 Y 4.2 228 1

Huggies Little Snugglers Baby Diapers, Size 1, 216 Count (Packaging May Vary) $40.48 $45.99 $39.09 0 Y Y 4.3 1,751 11

Huggies Little Movers Diapers, Size 6, 104 Count (Packaging May Vary) $41.52 $48.99 $39.09 0 Y Y 4.4 1,530 8

HUGGIES Simply Clean Unscented Soft Baby Wipes, 72 Count, Pack of 9 (648 Total) $16.52 $21.93 $12.97 2 Y 5.0 12 3

Pull-Ups Learning Designs Training Pants for Girls, Size 2T-3T, 74 Count $24.95 $24.99 $24.94 3 Y 4.4 208 1


Pampers Swaddlers Diapers, Size 5, One Month Supply, 152 Count $56.77 $58.99 $55.45 3 Y 4.5 5,216 6

Pull-Ups Learning Designs Training Pants for Boys,Size 4T-5T, 56 Count $26.69 $29.99 $25.98 4 Y 4.2 228 1

Huggies Snug and Dry Diapers, Size 1, Economy Plus Pack, 276 Count $39.38 $42.00 $39.09 0 Y Y 4.0 4,691 6


Bambo Nature Premium Baby Diapers, Maxi, Size 4, 30 Count (Pack of 6) $87.00 $87.50 $83.75 0 Y Y 4.7 232 8

New Arrivals


FastMovers

Movers Up


Max. Price

Min. Price

3P Sellers



88 HUGGIES Natural Care Unscented Baby Refill Wipes, 648 Count $15.17 $17.59 $14.97 5 Y 4.5 1,830 6

28 HUGGIES One & Done Refreshing Baby Wipes, Refill, 648 Count $15.43 $22.95 $14.97 3 Y 4.4 13 2

25 HUGGIES Little Movers Diaper Pants, Size 5, 128 Count $40.88 $45.99 $39.09 0 Y Y 4.3 892 8

22 Huggies Little Movers Diapers, Size 3, 174 Count (Packaging May Vary) $40.53 $45.99 $39.09 0 Y Y 4.4 1,530 7

21 Pampers Swaddlers Diapers Size N Super Pack 88 Count $24.95 $24.99 $24.94 0 Y Y 4.7 167 10

21 WaterWipes Baby Wipes, Chemical-Free, Sensitive, 12 packs of 60 Count (720 Wipes) $40.27 $48.29 $39.99 6 Y Y 4.5 1,248 17

20 Seventh Generation Free and Clear Sensitive Skin Baby Diapers, Original Unprinted, Size 4, 135 Count $36.46 $44.09 $35.95 7 Y 3.9 2,083 8

17 Pull-Ups Learning Designs Training Pants for Boys, Size 3T-4T, 66 Count $25.99 $25.99 $25.99 0 Y 4.2 228 1

16 Pampers Swaddlers Diaper Size 3 Giant Pack 124 Count $34.59 $34.59 $34.59 14 Y 4.6 812 13

15 Pampers Swaddlers Diaper Size 4 Giant Pack 104 Count $32.48 $32.48 $32.48 12 4.6 812 10

Movers Down


Max. Price

Min. Price

3P Sellers



-96 Pampers Sensitive Wipes 13x Multipack, 808 Count $19.98 $19.98 $19.98 0 - 853 10

-81 Pampers Baby Fresh Wipes Box, 864 Count $19.98 $19.98 $19.98 0 - 970 6

-55 Munchkin Arm & Hammer Diaper Pail Snap, Seal and Toss Refill Bags, 900 Count, 30 Pack $25.95 $26.90 $25.49 7 4.6 866 6

-44 Huggies Natural Care Baby Wipes Refill, 624 Count (Packaging may vary) $14.37 $14.39 $14.36 20 Y 4.5 1,830 8

-42 VTech Touch and Swipe Baby Phone $14.04 $16.56 $6.85 66 Y 3.9 1,351 5

-30 Pampers Swaddlers Diapers, Size 2, One Month Supply, 204 Count $50.35 $50.35 $50.35 3 Y 4.5 5,216 6

-30 Huggies Simply Clean Baby Wipes, Unscented, Refill, 768 Ct (Packaging May Vary) $14.97 $14.97 $14.97 9 Y 4.3 3,485 9

-27 Huggies One & Done Refreshing Baby Wipes Refill, Cucumber and Green Tea, 648 Count (Packaging may vary) $14.99 $15.25 $14.81 26 Y 4.4 1,421 7

-21 Pull-Ups Training Pants with Learning Designs for Boys, 4T-5T, 56 Count (Packaging May Vary) $24.96 $26.95 $22.97 9 4.0 772 7

-20 Diaper Genie Carbon Filters $6.39 $14.28 $4.49 14 3.4 368 6


FastMovers

FastMovers 100 Products


Max. Price

Min. Price

3P Sellers



1 Pampers Sensitive Wipes 7x Box 448 Count $11.99 $11.99 $11.99 42 Y 4.7 2,976 10

2 Playtex Diaper Genie Refill, 270 count (pack of 3) $17.83 $17.97 $16.17 0 Y Y 4.6 2,021 6

3 Pampers Swaddlers Diapers Economy Pack Plus, Size 4 (144 Count) $45.19 $45.24 $45.19 22 Y Y 4.5 5,216 7

4 Pampers Swaddlers Diapers Size 3 Economy Pack Plus 162 Count $45.19 $45.19 $45.19 0 Y Y 4.5 5,216 14

5 Pampers Softcare Baby Fresh Wipes 7x box, 504 Count $10.93 $10.93 $10.93 43 4.3 1,893 8

6 Pampers Cruisers Diapers Economy Plus Pack, Size 4, 152 Count $43.06 $45.97 $36.79 19 Y Y 4.4 2,155 8

7 Pampers Swaddlers Diapers Size 1 Economy Pack Plus, 216 Count $45.07 $45.99 $39.09 0 Y Y 4.5 5,216 14



10 Pampers Baby Dry Diapers Economy Pack Plus, Size 4, 180 Count $45.53 $45.99 $39.09 24 Y 4.3 3,002 8

11 Huggies Snug and Dry Diapers, Size 4, Economy Plus Pack, 192 Count $39.38 $42.00 $39.09 20 Y Y 4.0 4,691 6


13 HUGGIES Natural Care Unscented Baby Refill Wipes, 648 Count $15.17 $17.59 $14.97 5 Y 4.5 1,830 6


15 Huggies Simply Clean Baby Wipes, Unscented, Refill (Packaging May Vary), 216 Count (Pack of 3) $13.78 $14.99 $12.97 25 Y 4.3 3,485 9

16 Summer Infant Contoured Changing Pad $17.93 $17.95 $17.69 0 Y 4.6 2,000 4

17 Aquaphor Baby Healing Ointment, Diaper Rash and Dry Skin Protectant, 14 Ounce $13.60 $14.44 $13.49 54 Y Y 4.8 1,675 7


19 GoodNites Bedtime Pants for Boys, Size Small/Medium, 44 Count $25.24 $25.32 $22.97 12 Y 4.5 478 7

20 Pampers Swaddlers Diapers, Size N, Giant Pack, 128 Count $34.94 $34.94 $34.94 0 Y Y 4.5 5,216 14

21 Luvs Ultra Leakguards Diapers, One Month Supply, Size 4, 192 Count $34.96 $34.98 $34.95 15 Y Y 4.1 4,870 7



24 Babyganics Face, Hand & Baby Wipes, Fragrance Free, 400 Count (Contains Four 100-Count Packs) $13.08 $14.99 $12.50 18 Y 4.0 1,195 8



FastMovers


Max. Price

Min. Price

3P Sellers



26 Huggies Natural Care Baby Wipes Refill, 552 Count $12.95 $12.97 $12.94 15 Y Y 4.5 1,830 8

27 Amazon Elements Baby Wipes, Sensitive, Flip-Top, 480 Count $10.99 $10.99 $10.99 0 Y 4.4 4,073 5



30 Huggies Overnites Diapers, Size 5, 50 Count $18.95 $19.77 $18.91 0 Y Y 4.4 2,102 9

31 Seventh Generation Thick & Strong Free and Clear Baby Wipes, 384 Count $14.94 $14.99 $13.49 18 Y Y 4.3 1,598 7

32 Pampers Baby Wipes, Sensitive, 1024 Count $28.09 $28.43 $26.99 17 4.8 263 6

33 Pampers Swaddlers Diaper Size 6 Economy Pack Plus 100 Count $40.43 $45.99 $39.09 17 Y Y 4.5 5,216 7

34 Pampers Cruisers Diapers, Economy Plus Pack, Size 7, 92 Count $45.97 $45.97 $45.97 15 Y Y 4.4 2,155 8





39 Pampers Easy Ups Training Pants Boys Diapers, Size 3T4T, 90 Count $29.97 $29.97 $29.97 0 Y Y 4.4 1,197 12

40 Diaper Dekor Plus Refill, 2 Count $14.90 $15.29 $14.38 24 Y 4.5 653 1




44 Pampers Easy Ups Training Pants Diapers for Girls, Value Pack, Size 2T3T, 100 Count $29.97 $29.97 $29.97 0 Y Y 4.3 1,121 14


46 Pampers Baby Dry Extra Protection Diapers, Super Pack, Size 5, 66 Count (Packaging May Vary) $24.94 $24.94 $24.94 0 Y 3.9 1,177 8

47 Amazon Elements Baby Wipes, Unscented, Flip-Top, 480 Count $10.99 $10.99 $10.99 0 Y 4.4 4,073 5


49 Pampers Swaddlers Diapers, Size 3, One Month Supply, 180 Count $50.33 $51.10 $50.21 3 Y 4.5 5,216 7



FastMovers



Max. Price

Min. Price

3P Sellers



50 Huggies Natural Care Baby Wipes Refill, 624 Count (Packaging may vary) $14.37 $14.39 $14.36 20 Y 4.5 1,830 8

51 Pampers Swaddlers Diapers, Size 1, Giant Pack, 148 Count $34.21 $34.21 $34.21 20 Y 4.6 812 11

52 Sassy Baby Disposable Diaper Sacks, 200 Count $6.99 $6.99 $6.99 27 Y 4.6 1,233 1

53 Pampers Baby Dry Extra Protection Diapers Super Pack, Size 4, 74 Count (Packaging May Vary) $25.19 $25.99 $24.99 0 Y 3.9 1,177 8

54 Pampers Easy Ups Training Pants Diapers for Boys, Value Pack, Size 2T3T, 100 Count $29.98 $29.99 $29.97 0 Y 4.4 1,197 14

55 Pampers Natural Clean Wipes 7x Box 504 Count $12.21 $19.29 $11.97 25 4.3 748 13


57 Seventh Generation Free and Clear Sensitive Skin Baby Diapers, Original Unprinted, Size 4, 135 Count $36.46 $44.09 $35.95 7 Y 3.9 2,083 8

58 Pampers Easy Ups Training Pants, Size 6 (4T5T) Value Pack Boys Diapers, 78 Count $29.90 $29.97 $28.99 12 Y 4.4 1,197 13

59 Huggies Little Snugglers Baby Diapers, Size Newborn, 88 Count (Packaging May Vary) $24.98 $24.99 $24.92 0 Y Y 4.3 1,751 11

60 Pampers Swaddlers Sensitive Diapers Size 4 108 Count $40.96 $42.96 $38.89 0 Y 4.2 189 8

61 Huggies One & Done Refreshing Baby Wipes Refill, Cucumber and Green Tea, 648 Count (Packaging may vary) $14.99 $15.25 $14.81 26 Y 4.4 1,421 7

62 Amazon Elements Baby Wipes, Unscented, Tub & Refills, 720 Count $16.99 $16.99 $16.99 0 Y 4.4 4,073 5

63 Seventh Generation Original Soft and Gentle Free and Clear Baby Wipes, 350 Count $11.96 $12.99 $11.70 9 Y 3.8 875 10

64 Pampers Baby Dry Extra Protection Diapers Super Pack, Size 6, 54 Count (Packaging May Vary) $24.94 $24.99 $24.94 11 Y 3.9 1,177 8

65 Triple Paste Medicated Ointment for Diaper Rash, 16-Ounce $23.09 $25.99 $22.99 35 Y Y 4.8 1,061 7

66 Pampers Swaddlers Diapers Size 2 Giant Pack 132 Count $33.84 $33.84 $33.84 0 Y 4.6 812 11

67 Pampers Swaddlers Diapers Size N Super Pack 88 Count $24.95 $24.99 $24.94 0 Y Y 4.7 167 10


69 Huggies Simply Clean Baby Wipes, Fresh Scent, Soft Pack, 648 Ct (Packaging May Vary) $12.97 $12.97 $12.97 11 Y Y 4.3 3,485 7

70 Pampers Swaddlers Diaper Size 3 Giant Pack 124 Count $34.59 $34.59 $34.59 14 Y 4.6 812 13

71 Pampers Easy Ups Girls Size 3T4T Value Pack, 90 Count $29.97 $29.97 $29.97 0 Y Y 4.3 1,121 14

72 Huggies Snug and Dry Diapers, Size 1, 112 Count $20.30 $31.19 $18.89 0 Y 4.0 4,691 7


FastMovers



Max. Price

Min. Price

3P Sellers



73 HUGGIES One & Done Refreshing Baby Wipes, Refill, 648 Count $15.43 $22.95 $14.97 3 Y 4.4 13 2



76 HUGGIES Little Movers Diaper Pants, Size 5, 128 Count $40.88 $45.99 $39.09 0 Y Y 4.3 892 8

77 Pampers Swaddlers Sensitive Diapers Size 3 128 Count $42.91 $45.35 $38.90 0 Y 4.2 189 7

78 Pampers Sensitive Wipes 3x Travel Pack 168 Count $5.69 $5.97 $5.22 16 4.7 2,976 11


80 Goodnites Bedtime Pants for Boys, Size Large/Extra Large, 34 Count $24.94 $24.94 $24.94 0 Y 4.5 478 6


82 Desitin Diaper Rash Cream Rapid Relief, 16-Ounce Jar $11.67 $11.67 $11.67 36 Y 4.5 745 6

83 Pampers Swaddlers Diaper Size 4 Giant Pack 104 Count $32.48 $32.48 $32.48 12 4.6 812 10

84 Pull-Ups Learning Designs Training Pants for Boys, Size 3T-4T, 66 Count $25.99 $25.99 $25.99 0 Y 4.2 228 1

85 Munchkin Arm & Hammer Diaper Pail Snap, Seal and Toss Refill Bags, 900 Count, 30 Pack $25.95 $26.90 $25.49 7 4.6 866 6

86 Munchkin 3 Count Waterproof Changing Pad Liners $7.59 $7.59 $7.59 21 3.9 525 3

87 Huggies Little Snugglers Baby Diapers, Size 1, 216 Count (Packaging May Vary) $40.48 $45.99 $39.09 0 Y Y 4.3 1,751 11


89 Pampers Swaddlers Sensitive Diapers, Size N, 80 Count $24.99 $24.99 $24.99 0 Y Y 4.3 272 10

90 HUGGIES Simply Clean Unscented Soft Baby Wipes, 72 Count, Pack of 9 (648 Total) $16.52 $21.93 $12.97 2 Y 5.0 12 3

91 Pull-Ups Learning Designs Training Pants for Girls, Size 2T-3T, 74 Count $24.95 $24.99 $24.94 3 Y 4.4 208 1



94 Playtex Diaper Genie Disposal System Refills, 4 Count $28.34 $29.99 $26.95 38 Y 4.8 109 4

95 Diaper Genie Carbon Filters $6.39 $14.28 $4.49 14 3.4 368 6



FastMovers



Max. Price

Min. Price

3P Sellers



97 Pull-Ups Learning Designs Training Pants for Boys,Size 4T-5T, 56 Count $26.69 $29.99 $25.98 4 Y 4.2 228 1



100 Bambo Nature Premium Baby Diapers, Maxi, Size 4, 30 Count (Pack of 6) $87.00 $87.50 $83.75 0 Y Y 4.7 232 8


FastMovers

Data Collection and Methodology

In each country, Amazon updates its 100 best-selling products in each category hourly. Profitero monitors these best sellers lists in the US (more than 4.9 million products) and the UK (more than 2.1 million products) daily and analyzes products’ performance over specific time periods to produce a cumulative ranking of best-selling products. We release these FastMovers reports monthly. Categorization is Taken Directly From Amazon’s Product Taxonomy:

•New Arrivals identifies products that appear in a given month’s FastMovers ranking and did not appear in the previous month

•FastMovers 100 identifies the products with the best cumulative sales performance during each month, calculated as a function of rank and tenure on Amazon’s public best sellers lists

•Movers Up refers to products that ascend the most spots in Profitero’s calculated ranking of best selling products during a specific time period

•Movers Down refers to products that descend the most spots in Profitero’s calculated ranking of best selling products during a specific time period

•S & S refers to Amazon’s “Subscribe & Save” program

About Profitero Profitero is a global provider of eCommerce intelligence for retailers and brands, collecting data on more than 300 million product pages at more than 4,000 online retailers every day. Profitero provides retailers with their competitors’ prices, promotions and full product assortment information. More than 50 global retailers and brand manufacturers including Waitrose, Morrisons, and Ocado rely on Profitero’s accurate and timely intelligence to make more informed decisions, helping them to increase sales and margins. Profitero also supplies brand manufacturers with critical eCommerce intelligence including price and promotions, search rankings, product content, ratings & reviews, and more, helping to improve online sales and market positioning. For more information, email [email protected] or visit www.profitero.com

Use the Amazon Fastmovers Reports to: • Identify strong-selling new products in your category, including launches from competitors • Benchmark high-performing products’ pricing, pack configuration, ratings & reviews, and other attributes • Gauge the importance of participating in Amazon programs such as Subscribe & Save and Prime

Disclaimer: Amazon FastMovers reports are an independent publication of Profitero and have not been authorized, sponsored, or otherwise approved by Amazon. All trademarks, service marks, trade names, trade dress, product names and logos appearing in these reports are the property of their respective owners. Profitero does not endorse consumer products, and product mentions in the FastMovers reports cannot be construed as an endorsement or recommendation.

To receive future updates to this report, please visit our blog: blog.profitero.com/amazon-fast-movers

Visit Profitero.com to request a report

Amazon FastMovers reports available from Profitero

Countries

FranceGermany

United Kingdom United States

Categories

BabyBeautyChocolateClothingElectronicsGrocery & Gourmet FoodHealth & Personal Care Office ProductsPet FoodPrime Pantry (Amazon US only) Toys & GamesWatches

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