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The graph above shows the top ten brands officially distributing on Amazon with the highest percentage of first page results on Paul Mitchell leads the pack, appearing on 23% of first page results. Also interesting is that seven of the top ten are professional brands: Joico, Nioxin, Moroccan Oil, Matrix, Crew, and Ors.


The number of first page results varies by industry. Home Care brands distributing on Amazon control 64.2% of first-page search results, while Watches & Jewelry brands control 95.8% of first page real estate. For non-distributors, first-page results vary by brand and depend on SKU availability. Sixty-three percent of non-distributors control more than 75% of search real estate for brand-term searches. The Estée Lauder Companies, which does not officially distribute on Amazon, controls 100% of listings for its brand portfolio. On the other end of the spectrum, Gum, Sun, Xtra do not appear at all on the first page of Amazon results because of their generic names and Urban Decay does not appear in any search results because it has such limited SKUs on the platform.

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