Amazon introduced a new on-demand service for home chores such as routine cleaning. Amazon Home Services in an invite-only marketplace with hand-picked professionals, verified reviews and upfront pricing. Amazon offers a “happiness guarantee” which refunds unsatisfied consumers.

Home Services is an extension of Amazon’s efforts to dominate the household products category. Amazon has bid on 57% of high volume Home Care search terms on Google, more than bids placed for Hair Care & Color, Fashion, and Watches & Jewelry search terms.

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L2’s 2014 Intelligence Report: Amazon found that Home Care surpassed all other categories in Amazon adoption, as all 56 brands in the study were official distributors on the e-tailer. However, Home Care brands’ investments in improving their quality of Amazon presence lags. For example, just 9% of Home Care listings are eligible for Amazon Prime.

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Ratings and reviews play a role in Amazon’s search algorithm. The Home Care category lags Personal Care and Beauty in reviews, as less half of Home Care brands have reviews on Amazon. The number of reviews per listing surpasses Beauty, but lags Personal Care by far.

amazon-2014-prevalence-of-reviews-on-amazon-com-listingsPerhaps tie-ins with Amazon’s cleaning services will prompt Home Care brands to revamp their presence on the e-tailer. For more on how Amazon is expanding its presence in all categories, stay tuned for our upcoming 2015 Amazon Intelligence Report.

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