The fastest growing brands on Amazon US in the first three quarters of 2023

Recently, MoMentum released the brand growth of major categories on Amazon US from January 1, 2023 to September 30, 2023, as well as the ranking of the fastest growing brands. The study compared the average of the first quarter (January to March) with the average of the third quarter (July to September).

Beauty and Personal Care

Beauty and personal care is one of the fastest growing categories on Amazon’s US site. Coupled with the fact that this category is easily influenced by social media, the growth of some brands is particularly remarkable. For example, through exposure on TikTok, COSRX and LANEIGE received 4.6 billion and 66.8 million views respectively.

Electronics

From the first to the third quarter of 2023, Apple was the fastest growing electronics brand in all categories on Amazon. Thanks to the launch of iPhone 15 in September, the brand's market share in the electronics field increased by 5.5%, and its category revenue share almost doubled.

Although the growth rate is not as fast as Apple, Samsung's category revenue share still grew steadily by 0.7%, with Prime Day offers and the brand's Z Fold 5 launched in August 2023 playing a role.

Groceries

In the third quarter of 2023, Premier Protein’s average monthly market share in the Gourmet Grocery category on Amazon’s US site jumped more than 500% from the first quarter of 2023. At the same time, Premier Protein’s brand searches nearly doubled during the same period, and searches for the Celsius brand have been on a similar trajectory, helping the brand outpace growing traditional competitors like Gatorade.

Health and Home

Health and home is the fastest growing and third most popular category on Amazon's US site, with Liquid I.V. doubling its market share in this category. Amazon's own brands have also achieved steady growth in this category, with its non-consumer brand AmazonBasics and its over-the-counter drug brand AmazonBasicCare ranking in the top five in the health and home category.

Home Kitchen

The top five brands that saw a significant increase in market share in Amazon’s home kitchen category in the third quarter of 2023 all launched promotions during Prime Day in July this year. It is worth noting that only Bissell launched similar discounts during Prime Deal Days in October.

Toys and Games

Barbie-branded products doubled their market share on Amazon’s U.S. site between the first and third quarters of 2023, giving parent company Mattel second place in the category, which peaks during the holiday shopping season. Still, increased advertising investment and discounting could dramatically change the competitive landscape in the category in a matter of weeks.

Editor✎ Ashley/

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