L2’s Intelligence Report: Amazon finds that even though distribution on the platform does not guarantee visibility, there is a strong correlation. On average, brands that distribute on Amazon have two to three times more visibility in high-volume, unbranded, long-tail keyword searches compared to non-distributors. Though visibility varies across categories. Hair Care brands are particular adept at appearing in top search results; the average Hair Care brand distributing on Amazon appears on the first page results for 8% of Hair Care-related keywords. The average beauty brand appears in 6%.
On the other end of the spectrum, Watches & Jewelry and Fashion Brands distributing on Amazon perform poorly in long tail search. The average Watches & Jewelry brand appears in just 2% of first page results for category keywords. Exceptions are Alex and Ani and Calvin Klein, who appear in first-page results for 11% of keyword searches.