google (1)

Our 2013 Digital IQ Index : Home Care report shows that category brands lag behind e-tailers in owning their search terms. Exceptions Purex, Scrubbing Bubbles, and Mr. Clean own 70% of organic PC results for their terms, but others own on average 33% of Google’s first page organic results. Only half of Home Care brands purchase their brand terms on a PC.

E-tailers are filling the gap. Our report reveals that Amazon is the most aggressive buyer of search terms for household products. It has purchased 43% of Home Care brand terms. The next most aggressive e-tailer purchased 25% of search terms. Walmart purchased 18%. It’s no surprise that Amazon and Walmart appear in the top 10 results for 89% and 64% of brand search terms respectively.


E-commerce makes up only 1% of consumer packaged goods sales, and most happen on third party sites. However, a website with product information, reviews, videos and links to third party retailers can improve online and offline sales. An e-marketer study shows that e-tailers believe strong brand content is key to turning online browser into buyers. As e-commerce begins to grow in the Home Care category, brands that invest in highly visible and comprehensive sites are more likely to succeed.

Daily Insights in Your Inbox

Edit your preferences or unsubscribe