In a marketplace where most categories have a sharply exponential unit sales curve as you move up the performance ladder, the 'Automotive' category is relatively flat. Instead of the #1 product having several hundred--and sometimes thousand--percent higher sales units than the average product, in the last thirty days the #1 product ranked by sales (ASIN B01I90VP0G | EcoNour Car Windshield Sun Shade with Storage Pouch | Durabl... by 'EcoNour' sold at $15.99 with 83,841 reviews and a 4.4 rating and selling 31,796 units) has 78.7% less revenue and 32.8% more unit sales than the #10 product (ASIN B015TKUPIC | NOCO Boost Plus GB40 1000 Amp 12-Volt UltraSafe Lithium Jump... by 'NOCO' sold at $99.95 with 63,215 reviews and a 4.7 rating and selling 23,937 units). This signals opportunity for products which can hit par, and category leadership for those brands who understand how to outperform.

This Leaderboard shows the leading products 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.

5 products within the 'Automotive' category are official members of the 'Million Dollar Month' club, which is a major accomplishment for products within the E-commerce channel. The club members now include:

- $2.4M/month ASIN B015TKUPIC | NOCO Boost Plus GB40 1000 Amp 12-Volt UltraSafe Lithium Jump... by 'NOCO' sold at $99.95 with 63,215 reviews and a 4.7 rating

- $2.0M/month ASIN B016UG6PWE | NOCO Boost HD GB70 2000 Amp 12-Volt UltraSafe Lithium Jump S... by 'NOCO' sold at $199.95 with 16,972 reviews and a 4.7 rating

- $1.3M/month ASIN B003EQ85IG | Mobil 1 Turbo Diesel Truck Full Synthetic Motor Oil 5W-40, 1... by 'Mobil 1' sold at $61.99 with 26,401 reviews and a 4.9 rating

- $1.2M/month ASIN B07FTRZLM5 | Chemical Guys HOL126 14-Piece Arsenal Builder Car Wash Kit w... by 'Jiffy Lube International' sold at $77.84 with 18,780 reviews and a 4.7 rating

- $1.1M/month ASIN B08HPQVJMW | ComfiLife Gel Enhanced Seat Cushion - Non-Slip Orthopedic Ge... by 'ComfiLife' sold at $45.95 with 81,344 reviews and a 4.4 rating

The 'Reviews per ASIN' metric is a measure of consumer conversion within the category. A high level is a sign 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.

Lastly, the uncommonly proportional amount of sales between the category leading products of the 'Automotive' category implies an opportune moment and upside for those brands which can accomplish parity with the pack, the recent performance of ASIN #B01I90VP0G ('EcoNour Car Windshield Sun Shade with St...' by EcoNour) shows that it is the new benchmark., the milestone that the top 10 products have delivered is a flag that the category is rising. Brands which acheive category leadership positions now will accomplish algorithm momentum, and will likely be able to ride the increasing wave of growth, the recent high of the 'Reviews Per Product' metric is a an important signal for the leading brands in the 'Automotive' 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.