In any given product category within the amazon.com marketplace, consumers use between 10,000 and 20,000 keywords when searching for products. Many of these are seasonal, some are misspellings, and when formed in phrases, few of them are grammatically correct--which makes the challenge of identifying the right keywords to use for content and advertising campaigns very difficult. On rare occasion, the complexities simplify and patterns of correlations emerge which can be of tremendous assistance to the savvy, data-driven brand. This is one of those occasions. We have observed an abnormally high correlations to sales with the following keywords:
- flat (+53.2% correlation)
- you (+30.4% correlation)
- men (+29.3% correlation)
- your (+28.0% correlation)
- choice of colors and (+25.1% correlation)

Additional keywords which are common among the category leaders:
- planner
- disc notebooks
- staples
- sheet
- birthday banner

The 'Handmade Stationery & Party Supplies' category has fallen to the bottom rank in the E-commerce metric, 'Revenue per ASIN', within the last 30 days, placing its brands and products among the E-commerce initiates. Currently at $3,332, this is a 97.3% 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.

A product's review count is one of the most critical components of the E-commerce search algorithm. The recent change from 211 to 234, a change of 10.7%, is a flag that the category is moving towards higher, more intense competition and seasonal change.

Lastly, the positive correlation of these keywords has created an opportunity for listing optimization and sales campaign creation, category performance of the top brands and products within 'Handmade Stationery & Party Supplies' 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 #B08WKLSKB3 ('EGG STAMP, Flat Rubber Stamp for Eggs, C...' by Stamp by Me) 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.