Baby Dove is Unilever’s latest play to break into the $6.6 dollar e-commerce market for Baby Care products. Launched less than one month ago, the brand is already making waves on Amazon with AMS merchandising opportunities and competing with legacy brands Johnson’s and Aveeno. In April, the brand owned a 42% share of header ads among relevant baby personal care terms (e.g., “baby wash”) on Amazon, up from just 2% in March.
Baby Dove is also investing in side ad and sponsored listings to bolster its visibility on Amazon search. During the month of April, Baby Dove purchased more sponsored side ads on relevant baby personal care terms than 95% of brands that appeared. These brands included legacy brands Huggies, Eucerin, and sister company Dove. Additionally, Baby Dove out bid competitor Eucerin to have its sponsored product listing appear above the fold on the “baby wash” term.
In addition to sponsored ads, Baby Dove is leveraging robust product page content to help inform relatively new consumers at the point of purchase. The brand provides directions for use, health facts, and cross product promotion on its product page. The brand also cross- promotes its wider product assortment within its product detail page by providing hyperlinks nested on product images that expose consumers to a wider variety of Baby Dove products.
Unlike traditional brick and mortar retailing, brands can expect a quicker turnaround to go from product launch to visibility by investing in merchandising opportunities across e-tailers. However, mass investment doesn’t always equal success. Brands must be strategic in allocating capital across search, sponsored listings, and product detail pages in order to maximize return and win online.