The 'Appliances' category has settled down on the bottom echelon in the E-commerce metric, 'Revenue per ASIN', within the last 30 days, placing its brands and products among the E-commerce rookies. Currently at $29,526, this is a 75.7% reduction from the recent average 'Revenue per ASIN' of $121,666 within the E-commerce sectors we cover.

This Leaderboard shows the best sellers 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.

Because lower price point products frequently struggle to yield sufficient contribution to drive profitable growth for brands, categories with price points beyond certain levels can be attractive. One of the categories that has crossed the $100/item price point threshold is 'Appliances', in which the best selling products have an average price of $190.18. Thirty-day revenue within the top ten products ranges from $53,588 to $174,582. In order to break into the top ten products and experience the exponentially higher revenue this affords, products will need to maintain an average rating of 4.4 and earn at least 164 reviews. In order to ensure a level of margin that is at least average, brands should aim at a maximum fully-landed COGS of $47.54

In conclusion, category performance of the top brands and products within 'Appliances' 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 #B086BYH8LJ ('Proctor Silex Electric Single Burner Coo...' by Proctor Silex) shows that it is the new benchmark., the relatively high average price point of the 'Appliances' category can be attractive for brands which can manufacturer and ship products at that price point and still maintain contribution margin.