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:
- 12 bottle (+54.5% correlation)
- chiller (+26.4% correlation)
- white (+26.2% correlation)
- mini (+25.8% correlation)
- countertop (+25.6% correlation)

Additional keywords which are common among the category leaders:
- glass door
- door
- glass
- quiet
- freestanding wine

At least one vital, leading product is now no longer available to consumers. This may have occured from a seasonal shift, an out of stock, or a decision by the brand to retract the product from the market. Less probable but something that certainly happens is that Amazon may have frozen their account. Regardless of the reason, there is now an opportunity for the savvy competitor to lean in to this category by increasing ad spend, better positioning existing products according to pricing and keyword trends, to introduce products that fill consumer gaps, and other tactics which take advantage of the competitive gap that has recently been created. The key is to drive up conversion momentum during the period of the category leader's absence, such that if the leader returns, it is easier to compete--and win--against them.

The 'Wine Cellars' category has submerged to the bottom stratum in the E-commerce metric, 'Revenue per ASIN', within the last 30 days, placing its brands and products among the E-commerce amateurs. Currently at $35,891, this is a 70.7% reduction from the recent average 'Revenue per ASIN' of $122,451 within the E-commerce sectors we cover.

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.

The 'Sellers Per Asin' metric is a measure of competitive intensity. When this metric is high, competition for the Buy Box is fierce and brands struggle to capture all of the revenue for each converted sale. When this metric is low, this can be a signal that the category has barriers to competition or that it has not yet attracted attention from knock-off manufacturers and sellers. For the 'Wine Cellars' category, the number of sellers per asin is higher than it has recently been. This is a signal that not only has the performance of this category brought attention to the space, but also that sourcing processes are now catching up. In order to maintain ownership of the Buy Box while still achieving profitability, brand owners should be very careful to avoid discounts over 15%, as well as distribution agreements which enable resellers.

A product's review count is one of the most critical components of the E-commerce search algorithm. The recent change from 252 to 187, a change of -25.9%, 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 'Wine Cellars' category, where the top 10 products collectively earned $1.0M

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 'Wine Cellars', in which the best selling products have an average price of $622.01. Thirty-day revenue within the top ten products ranges from $53,414 to $217,775. 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 4 reviews. In order to ensure a level of margin that is at least average, brands should aim at a maximum fully-landed COGS of $155.50

To conclude, the positive correlation of these keywords has created an opportunity for listing optimization and sales campaign creation, regardless of the reason why there is a competitive gap on account of a category-leading product retracting from the market, now is the time to act, category performance of the top brands and products within 'Wine Cellars' 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 #B07ZQHF27C ('Nutrichef PKCWC120 Refrigerator-White & ...' by NutriChef) shows that it is the new benchmark., the recent high of the 'Competitors Per Buy Box' metric is a crucial sign for the brands in the 'Wine Cellars' category. Those who wish to lead must improve their performance., 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, the relatively high average price point of the 'Wine Cellars' category can be attractive for brands which can manufacturer and ship products at that price point and still maintain contribution margin.