In recent months, Amazon has galloped into the growing pet care space. The retail behemoth now rivals specialty pet e-tailer Chewy in organic visibility on Google, and launched yet another private label, Wag, to sell dry dog food.
On unbranded searches, Chewy holds a slim 39% to 38% lead in organic visibility. But Amazon is now top dog in branded pet care searches. It claims 63% organic visibility, while Chewy appears in first-page results for less than half of unbranded searches.
In an effort to mark its turf, Chewy prioritizes spending on Google with text and shopping ads. These ads from the pet care e-tailer achieve 63% and 51% visibility respectively on branded searches, compensating for the gap in organic search performance. Amazon, which must balance digital investments across multiple categories, appears in only 16% of branded search results through text ads and has 4% visibility through shopping ads.
Brands can take advantage of the evolving pet care e-commerce landscape by coordinating spend with specialty retailers like Chewy who are bidding on branded terms. For example, Greenies maximizes the efficiency of its Google search spend by avoiding bids on its own branded terms, allowing Chewy to win them instead. As a result, Chewy’s text and shopping ads featuring Greenies products appear in 99% and 87% of search results respectively for the brand’s terms.
Purina’s Fancy Feast, on the other paw, appears in text ads for 77% of its branded searches, duking it out with Chewy, which has 79% text ad visibility on the same searches. When a retailer like Chewy bares its teeth with aggressive spending, it may be best for brands to just follow the pack.