The 'Dolls & Accessories' category has fallen to the bottom degree in the E-commerce metric, 'Revenue per ASIN', within the last 30 days, placing its brands and products among the E-commerce underdogs. Currently at $37,941, this is a 68.8% reduction from the recent average 'Revenue per ASIN' of $121,666 within the E-commerce sectors we cover.

This Leaderboard shows the category leaders within the category during the last 30 days. Typically these 10 products earn significantly more revenue than the other products within the category. The strategy to over-spend on advertising and marketing until one's product achieves a rank within the Leaderboard frequently has a benefit other than a magnitude increase in revenue, which is that organic ranking becomes more likely the closer a product gets to the #1 position in the Leaderboard--at which point paid advertising can become unnecessary. The longer a product can stay at the top of this Leaderboard, the more momentum it achieves.

The 'Reviews per ASIN' metric is a measure of consumer conversion within the category. A high level is a flag that there is a blend of good consumer demand and good brand performance on customer service and satisfaction, and that the competitive landscape is full of good brands that may be difficult to displace. A low level is a signal that there are fundamental problems, and that there is opportunity for brands to compete and win in a relatively weak competitive landscape.

A product's review count is one of the most critical components of the E-commerce search algorithm. The recent change from 5,029 to 6,141, a change of 22.1%, is a flag that the category is moving towards higher, more intense competition and seasonal change.

'Barbie' has accomplished what few brands can: it now owns 5 of the Top 10 products within the 'Dolls & Accessories' category, giving it 57.4% of sales (31,671 units), 38.8% of revenue ($437,694), and 69.4% of reviews (67,167) of the top 10 products within the last 30 days.

Finally, category performance of the top brands and products within 'Dolls & Accessories' shows that it is struggling to gain consumer confidence. While this may be an opportunity for the brands which are willing to persist in marketing the category's presence and products until consumers show a critical mass of conversion, astute brands will round out their product portfolio with other categories instead of being reliant on this one, the recent performance of ASIN #B07XB3JDC7 ('​Barbie Doll, 11.5-Inch Blonde, and Pool...' by Barbie) shows that it is the new benchmark., the recent high of the 'Reviews Per Product' metric is a a vital signal for the leading brands in the 'Dolls & Accessories' category. For those brands which have products in this category but have not yet expanded into E-commerce, consider this to be your call to action before incumbents become too entrenched., the recent shift in review count is a call to action for those brands which are under-performing--specifically that a stronger focus on marketing and conversion is increasingly important in order to not be left behind, the category-leading position that 'Barbie' has gained will continue to provide the brand with over-indexed revenues and organic traffic unless a competing brand can improve their marketing and product performance to take away share.