Personal Care brands in have significantly increased their Amazon investments, according to L2’s latest study. In Q4 2015, Personal Care brands controlled just 7% of all sponsored listings that appear against category search (e.g. diaper, deodorant, toothpaste) on Amazon. In Q3 2016, that share moved up to 41%.

As the list of smaller brands selling on Amazon grows, it become harder to secure visibility on the retailer through organic measures – such as securing a spot on the best-sellers list. For example, while 96% of Index brands are sold and shipped directly by Amazon, only 33% are found among the 100 best-selling Personal Care items on the platform. Unlike physical stores, there is no limitation to how many brands Amazon can carry. This means the competition for visibility will continue to intensify.



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