How to do market analysis with custom samples?

When we select product ultimately we choose niche or sub-category. Sellers must know their niche well, what are the main customers, what are the main problems, customer audience etc... One of the best tool to analyze Market in bulk is Market Analysis of SellerSprite.  

To analyze this data we have Market Analysis tool for particularly custom categories. We are doing market analysis based on the Top 100 categories or products. The Top 100 products - the first 5 pages under keywords, including BSR100. 

There are 2 different ways to do Market Analysis.

First way:

Sellers can type keywords on the search bar and then sub-categories are gonna pop up. Then need to select the sub-category you wanna do research in.

For instance:"Bamboo pillow”.

We are bringing datasets related to subcategory based on 100 products. We are going to see how many sellers, brands count, average sales, revenue, BSR or fulfillment, market concentration etc..

Second way: 

When we search Bamboo Pillow on Amazon, we know all the listings are on the specific subcategory. Of course you know your subcategory. For example, subcategory for Bamboo Pillow is “Bed Pillows”.  This particular product is in the Home and the Kitchen category and the Bed Pillow subcategory. Let’s open this subcategory.

Every category has specific “NODEs". What's the node? For example, the bed pillow’s node is this “10671043011”. 

Grab its node, go to Seller Sprite Market Analysis, paste that node here. When we paste it here the navigation to the last Subcategory pops up.

Select it and click search. You can dive into and analyze all of the datasets now. There are tremendous info here. You are going to see best selling product, revenue, monthly units sold, average review price and more... All these data sets are based on one hundred most selling products.

Let’s go down. 

1. We are gonna see main keywords search volume trends.

2. Market Sales Trends for different months.

3. Listing Concentration(23.8%)

-1. Here we see Listing Concentration based on “Sales”, and its proportion. 

-2.Here we see Listing Concentration based on “Revenue”, and its proportion. 

The “Orange color” bar graphs indicate the product launched 6 months or ago.

 The “Purple color” bar graphs represent the products launched in the last 6 months. 

We define “New product” which launched in the last 6 months and highlight them with “purple color”

4. Sellers can change the definition of “New product” by selecting here from 6 months to 1/3/12 months.

5. When you bring your mouse over, you are going to see sales and revenue.

For example, Beckham Hotel Collection bed pillow, standard queen set of two. They generated more than three million two hundred eighty seven $ and you can see a lot of data here as well, for example its price. It's released by Amazon. They launched date September 28 2016

NOTE: So listing concentration for this particular subcategory is over thirty seven percent. I think overall it's difficult to launch new products under this category because the market is dominated by specific ASINs and some specific listings. 

6.Let's check out “Brand concentration”. Brand concentration for this particular subcategory is 50.5% based on 66 Brands in the last 6 months.

7. There are only 2 new brands entering this subcategory in the last 6 months.

8. Sellers can see the proportion of Brands based on “Revenue”.

9. Sellers can filter brands from here as well.

Top 10% Brands

Top 50% brands

10. When you bring your mouse over, you are going to see the brand related info and how many products under this brand. Sellers and the sales portion, etc. You can click any brand and see brand related metrics clearly.

11. Check this brand: MULLEE -We are going to see products under this particular brand.

For example, there are 15 products from MULLEE. Under the bar graphs, you see the products positions for subcategory. The green line graph indicates “Sales unites” on the left and on the “Right” the proportion of total brands Sales share For each product.

13. Seller concentration.

Seller concentration is over 50%.There are 52 sellers here. And in the last 6 months there are only 2 new sellers entering this sub category.

You can see the seller's name under bar graphs.  On the right side you can see sales units, on the right you can see “Sales proportion” of each sellers.  

14. Fulfillment and Rating information.

Here we are going to see: For example, the majority of the products are FBA. Some of them are FBM but just four percent. 

You are going to see ratings here, FBA products rating, or FBM products rating.

15. Countries of Sellers 

90%  are from China, 8% from the USA, and 1% from the UK and India.

16. Product supply and demand trends ratio.

17. Return and return rate on the, Search to buy ratio (Conversion ratio) 

The average return rate is around 11% 

Conversion ratio is around 1.6%    

18. Launch time

For example, 50 units of products or 60% of total products launched more than 3 years ago or more. 

19. Launch Time Trends

Amount of products launched in different years with bar graphs. The green line graph represents their Sales proportion. 

20. Ratings

91 out of 100 products have more than 500 reviews. This is also a signal of a very competitive market. It is difficult to launch new products in this sub category.

21. Rating average

73/100 products Rating average is 4.5 or above

22. Price 

There are 31 products ranging from $15 to $20. 

23. Sellers can use this “Filtration” function and sort the product as required in the price range. 

For example, you see product price between $17 to $26 @Elin please correct this price filtration explanation.

More usage scenarios can be experimented by yourself

Usage scenario 1: Kick out the products that are randomly placed under the particular category, such as some toothbrush heads under the rotary electric toothbrush

Usage scenario 2: Customize a market based on your own scenarios (not in Amazon’s own category), such as: write keywords. Such as: diaper caddy organizer  then run chrome extension and then create Market anaysis report for particular product group