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Roughly 170 individual Amazon Private Label ASINs held Amazon\u2019s Choice badges across the top 1,000 search terms on Amazon at some point during Cyber Week. Amazon aggressively discounted more than 50% of those Amazon\u2019s Choice products by an average of -11% during Cyber Week itself, compared to the 30 days leading up to the period. Across all products studied, the average price change was -5%.<\/p>\n

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The stratification of these price changes underscores how Amazon was strategic about what products it was most or least aggressive in discounting. Within this group, the top 12 heaviest discounted products during Cyber Week were either Amazon Echo or Amazon Fire devices, and the top 25 most discounted products are almost entirely in the Electronics category, including Ring devices and home security accessories. Not surprisingly, Amazon touted the sales growth of its Echo and Fire devices<\/a> in its post Cyber Week roundup.<\/p>\n

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Meanwhile, the group of products where prices actually rose during Cyber Week are comprised of Amazon Basics fashion items, small appliances, and office products. The fact that these products, even with price increases, achieved or retained their Amazon\u2019s Choice badge during Cyber Week could reflect larger supply chain issues that reduced both Amazon\u2019s and their competitors\u2019 likelihood to discount their products to reduce the risk of stock outs. Alternatively, it\u2019s possible that Amazon has intelligence on consumers being less price sensitive for these classes of products during periods like Cyber Week, when Electronics and the Toys & Games categories tend to see the largest volume gains<\/a>.<\/p>\n

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This wide range of price changes emphasizes the unique space Amazon occupies within its own marketplace, and how it leverages steep discounts to drive sales during key periods across products it sees as strategically valuable. For brands, one takeaway is that discounts aren\u2019t a panacea to grow sales during events like Cyber Week. Instead, having a deeper understanding about the competitive landscape and how similar products are being priced can inform your strategy in conjunction with your larger goals for a given product.<\/p>\n

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Stay tuned for our next piece, which will go into advertising changes across this same product set, and whether that may have played a role in Amazon\u2019s Private Label brands’ ascent during Cyber Week.<\/p>\n

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Methodology:<\/strong><\/p>\n

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Data in this analysis is reflective of Amazon Private Label productsappearing on page one across the top one thousand Amazon US search terms with an Amazon’s Choice badge between November 25 and November 29, 2021. Prices of those products, inclusive of discounts, were then averaged across the 30 days prior to Cyber Week (October 25 through November 24, 2021) and then compared to the average price during Cyber Week.<\/p>\n

<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

How did price changes impact Amazon Private Label products nearly doubling their share of Amazon’s Choice badges on popular search terms during Cyber Week?<\/p>\n","protected":false},"author":15,"featured_media":651,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,5,3],"tags":[6,19,20,10,11,12,21],"class_list":["post-649","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-science","category-retail-media","category-retail-strategy","tag-amazon","tag-amazon-search","tag-best-sellers","tag-cyber-week","tag-data","tag-holiday","tag-private-label"],"acf":[],"yoast_head":"\n