While the state of the US healthcare system may be questionable, one thing is certain: authenticity is not necessarily the key to achieving best-seller status for health care products on Amazon. In sponsored listings, legacy allergy brands like Flonase and Excedrin trail non-Index brands such as Genexa and Biofreeze by up to 12%.

Thanks to Amazon’s best-seller status algorithm, consumers are becoming more and more likely to purchase the OTC products that appear first within searches, rather than established brands. By failing to use Amazon Marketing Services to build search momentum before the coming allergy season, brands are setting themselves up for low visibility, and by extension, sales.

Brands have multiple tools at their disposal if they want to garner a larger audience on Amazon, including showcasing a wider assortment of product options, offering save-more replenishment plans, and optimizing keywords and sponsored ads so as to appear more frequently (and higher on the list) than non-Index brands. This last strategy would be especially successful for allergy and pain-relief categories, where consumers tend to seek out affordable brands. Because many Amazon purchases are based largely on accessibility and product reviews, it would benefit larger brands to strategize on the premise that consumers today are just as likely, if not more likely, to purchase OTC products online as they are at a doctor’s office.

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