Looking Towards 2022<\/strong><\/h2>\n\n\n\n

The analysis above shows high-level trends, but when it comes to how brands, operationally, should consider whether or not to discount their products on Amazon (and by how much), more nuance is necessary. What makes a product attractive to consumers on Amazon, and what Amazon values in terms of how it ranks products on the search page, are both driven by context. How does your product compare to others that are most similar to yours?<\/p>\n\n\n\n

According to Momentum Commerce research, it\u2019s clear that \u2018relative price\u2019 often matters more than \u2018absolute price.\u2019 You can see this illuminated in a sampling of some of the most popular terms within the \u2018Home & Kitchen\u2019 category before, during, and following Cyber Week. Looking at the median price in each period, you can see how even for closely related terms, this median price point varies.<\/p>\n\n\n\n

Search Term<\/strong><\/td>	Median Pre-Cyber Week Price<\/strong><\/td>	Median Cyber Week Price<\/strong><\/td>	Median Post-Cyber Week Price<\/strong><\/td><\/tr>
Advent Calendar 2021<\/td>	$28.99<\/td>	$24.99<\/td>	$23.49<\/td><\/tr>
Air Fryer<\/td>	$107.98<\/td>	$99.99<\/td>	$99.99<\/td><\/tr>
Christmas Decorations<\/td>	$28.99<\/td>	$22.49<\/td>	$21.99<\/td><\/tr>
Christmas Ornaments<\/td>	$20.49<\/td>	$19.99<\/td>	$18.99<\/td><\/tr>
Christmas Stockings<\/td>	$21.99<\/td>	$19.99<\/td>	$23.49<\/td><\/tr>
Christmas Tree<\/td>	$162.74<\/td>	$139.99<\/td>	$149.99<\/td><\/tr>
Desk<\/td>	$106.24<\/td>	$119.99<\/td>	$89.99<\/td><\/tr>
Gaming Chair<\/td>	$149.99<\/td>	$199.00<\/td>	$159.99<\/td><\/tr>
LED Lights for Bedroom<\/td>	$23.99<\/td>	$21.99<\/td>	$21.99<\/td><\/tr>
Outdoor Christmas Decorations<\/td>	$42.44<\/td>	$37.99<\/td>	$35.49<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n When it comes to positioning your product effectively against your competition, this matters. A decorative Christmas wreath costing $28 during Cyber Week will seem notably pricey when searching for \u201cChristmas decorations.\u201d However, the median price point on the term \u201cOutdoor Christmas decorations\u201d is $37.99, making that same product feel more affordable by comparison. <\/p>\n\n\n\n The absolute price of that wreath may be relatively high, but not when seen relative to the other results in that specific search.<\/p>\n\n\n\n It\u2019s also worth noting the relative rates of change in median price across those different terms. Even just across this basket of the some of the most popular terms, in some cases prices returned to pre-Cyber Week levels following the sale event, in others prices remained stable or sank further, while in some instances prices actually rose higher than the early November figures.<\/p>\n\n\n\n This emphasizes how keying in on relative price, and adjusting based on your competition across the most important search pages for each product you sell should be an important part of your Amazon sales strategy. <\/p>\n\n\n\n Answering these kinds of nuanced questions for our clients through rigorous data analysis and experimentation is at the heart of what we do at Momentum Commerce. If you\u2019re interested in a custom analysis of your pricing strategy relative to the market segments you operate in, please shoot us a note here.<\/p>\n\n\n\n Methodology:<\/p>\n\n\n\n Data is reflective of product prices listed on the first 20 results on page one across the top one million Amazon US search terms over the two study periods (November 5-29, 2021 and June 1-22, 2021). These prices are exclusive of any couponing or list price discounts. The Cyber Week period is defined as November 25-29, 2021, and the Prime Day period is defined as June 21-22, 2021. The post Cyber Week period in the final table is defined as November 30-December 7, 2021.<\/p>\n","protected":false},"excerpt":{"rendered":" A new analysis from Momentum Commerce shows discounting and low prices during Cyber Week was, in aggregate, absent or decidedly minimal across nearly every category in 2021.\u00a0<\/p>\n","protected":false},"author":15,"featured_media":618,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,5],"tags":[6,10,11,14,12,15,13],"class_list":["post-613","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-science","category-retail-media","tag-amazon","tag-cyber-week","tag-data","tag-discounts","tag-holiday","tag-pricing","tag-prime-day"],"acf":[],"yoast_head":"\n