“I’m the #4 water brand in the US, so I should be #4 on Amazon.” —Large national bottled water brand
“Our strategic goal for Amazon this year is to gain our fair share.” —Large beauty brand
“We had a strong quarter, experiencing XX ppts of share growth on Amazon.” —Large cereal and snacks manufacturer
If I had a dollar for every time I heard a client—mostly CPGs—talk about their “fair share” on Amazon, I’d be a very rich woman, sitting on a beach watching my three kids play in the sand, and not writing articles about Amazon and eCommerce. Today, we’ll explore why market share on Amazon is an almost meaningless metric and discuss what you should use instead . . .