Success on Amazon is all about location, or where a brand appears when consumers are looking for a certain products. Niche brands have organically determined top search positions on the platform, as the first online shoppers were driven to Amazon to find products with small or inconsistent distribution. For example, our Intelligence Report: Amazon finds that Burt’s Bees is one of the top ten personal care brands that appear most frequently on Amazon’s first page results, second to only Dove. Organic home care line Seventh Generation appears in the 20% of first page results for home care, far ahead of mainstream players such as Clorox.

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But brands can improve their position with several tactics such as paying for an increased word count in their descriptions, which can in turn optimize the listing for a Google search. Procter & Gamble has made significant investments to improve its search performance. Nine of the ten brands with the highest average description word count per product (Bounce, Cascade, Clairol, Gain, Head & Shoulders, Olay, Old Spice, Pampers, Secret) are P&G-owned.


As a result P&G brands appear in Amazon result for 41% of long-tail searchers in Beauty, Personal Care, and Home Care, higher than any other CPG brand. Other Beauty and CPG Brands L’Oréal, Unilever, and Johnson & Johnson follow closely behind, appearing in 30%, 24%, and 21% of first page Amazon search results respectively.

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