Amazon continues to eat market share, claiming more than 80 per cent of conversions against other e-commerce sites across diverse product categories, says a recent report. Branded product categories like men's athletic shoes, are dominated by Amazon. It continues to grow market share at up to 14 per cent quarter over quarter, as per the report.

Amazon does not have private labels cracked, as it only has 7 per cent market share when their leading line, Amazon Basics, is not counted. Amazon Basics, which includes electronics, office, pets and home categories, makes up 88 per cent of Amazon's private label products, says Jumpshot in its State of the Amazon Era Data Report for Q1 2018, which explores whether Amazon is a friend or a foe for brand marketer.

Amazon owns 61 per cent of private label conversions. But without electronics, Walmart, Target and Macy's have 74 per cent share of conversions. Excluding Amazon Basics, Walmart, Target and Macy's have 93 per cent market share, according to the report.

Brands are neck and neck to win market share on Amazon, with no clear leader, notes Jumpshot. The close market share between competitors suggests that Amazon shoppers do not have brand loyalty. The report says that brands can learn about their competition by tracking and analysing their market share on Amazon.

Jumpshot studied anonymous consumer actions within 500 online e-commerce sites and marketplaces in Q1 2018 and analysed visits and conversions of different brand categories across these sites.

"I predict in the next few years that Amazon will own over 75 per cent of all product searches online," said Deren Baker, CEO of Jumpshot. "But it's virtually impossible to get a clear picture of what your target customer is doing online, especially within walled garden sites like Amazon. Unbiased data products can help show your target customers' entire online journey -- understanding how and if to work with Amazon, how your brand stacks up against competitors, and what other e-commerce sites and marketplaces are worth investing. This is all critical to think about in the Amazon Era."

Jumpshot delivers digital intelligence from within the internet's most valuable walled gardens. The company's real-time, opt-in global panel tracks 5 billion actions a day across 100 million devices to deliver insights into online consumer behaviour. (KD)

Fibre2Fashion News Desk – India

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