We as a rule discern revenue distribution among the products of any given category is as exponential shape, with the category leaders of the top 10 earning more than the rest of the category, combined. The 'Craft Supplies & Materials' category now has an uncommon shape: a broad distribution that spans beyond the top 10 products, with the current top 10 only earning 34.8% of the best sellers revenue. This suggests that there may be seasonal factors causing category leaderhip rotation, or possibly a broad range of brands with exceptional performance. One implication is that brands can expect this category to move more fluidly, creating opportunities for good performers to break into the leadership roles and experience the elevated revenue as a consequence.

This Leaderboard shows the 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.

A product's review count is one of the most critical components of the E-commerce search algorithm. The recent change from 14,339 to 12,632, a change of -11.9%, is a flag that the category is marginally moving towards lower, less intense competition and seasonal change.

In the rapidly evolving E-commerce sector, the Top 10 products of a category achieving a collective one million dollar month is a milestone. It signals growing adoption and viability for consumers. This just happened within the 'Craft Supplies & Materials' category, where the top 10 products collectively earned $2.3M

Finally, the wide-spread revenue that we can see in the 'Craft Supplies & Materials' category implies a higher level of leadership change than average, which can be the basis of opportunistic growth for astute brands, the recent performance of ASIN #B000VXO4L2 ('Elmer's Disappearing Purple School Glue,...' by Elmer's) shows that it is the new benchmark., 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 milestone that the top 10 products have acheived is a signal that the category is growing. Brands which acheive category leadership positions now will acheive algorithm momentum, and will likely be able to ride the increasing wave of growth.