The 'Handmade Home & Kitchen Products' category has reposed to the bottom class in the E-commerce metric, 'Revenue per ASIN', within the last 30 days, placing its brands and products among the E-commerce novices. Currently at $14,769, this is a 87.9% reduction from the recent average 'Revenue per ASIN' of $121,666 within the E-commerce sectors we cover.

We commonly witness 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 'Handmade Home & Kitchen Products' category now has an uncommon shape: a broad distribution that spans beyond the top 10 products, with the current top 10 only earning 29.9% of the best sellers revenue. This signals 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.

In a marketplace where most categories have a sharply exponential unit sales curve as you move up the performance ladder, the 'Handmade Home & Kitchen Products' 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 B09RD87BBZ | Wax & Wit Aquarius Gifts for Women, Aquarius Soy Candle, Bir... by 'WAX & WIT' sold at $24.95 with 228 reviews and a 4.4 rating and selling 2,031 units) has 225.7% more revenue and 42.0% more unit sales than the #10 product (ASIN B07YQD28T8 | "10 Things That Require Zero Talent"- Motivational Wall Art-... by 'American Luxury Gifts' sold at $10.88 with 464 reviews and a 4.6 rating and selling 1,430 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 category 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.

Last, category performance of the top brands and products within 'Handmade Home & Kitchen Products' 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 wide-spread revenue that we can see in the 'Handmade Home & Kitchen Products' category implies a higher level of leadership change than average, which can be the basis of opportunistic growth for astute brands, the unusually equivalent amount of sales between the top performing products of the 'Handmade Home & Kitchen Products' category implies an opportunity and upside for those brands which can produce parity with the pack, the recent performance of ASIN #B09RD87BBZ ('Wax & Wit Aquarius Gifts for Women, Aqua...' by WAX & WIT) shows that it is the new benchmark.