Amazon

MarketWatch

AutomotiveSeries

CARCARE&CLEANING

Introduction&KeyTakeaways

ExplorethelatesttrendsforAutomotiveproductsonAmazon

.JungleScoutCobalt

datarevealssalesshifts,keymarketplayers,andtop-performingproductsforCarCare&Cleaning.

Demandforaffordablecarcareproductsis

increasing.

Theaveragepriceofproductsinthisnichedroppedby6%YoY,correspondingwith

a14%riseintotalunitssold,showcasing

ashifttowardaffordability.Tomaintain

revenue,brandscanupsellcomplementaryproductsthroughtargetedadsandoffer

bundlestocapturedemandforcost-effectivesolutionswithoutsacrificingoverallrevenue.

Seasonaltrendsdrivethecarcaremarket.

Thestrongestsalesperiodistypically

fromMarchtoAugust,whenwarmer

weatherdrivesconsumerinterestincar

maintenance.Winter-focusedproducts,

suchaswindshieldcleaners,cansustain

interestduringcoldermonthsandgenerate

20%+moresearches.Brandsshould

increasebudgetsduringpeakmonthsandfocusongiftablebundlesfortheholidays.

ChemicalGuys

dominateswith25%marketshare

Withamarketshare20%higherthanthenextclosestcompetitor,impressiveYoY

unitgrowthof51%,andmonthlybrandedsearchvolumeof160K,ChemicalGuys

remainsontop.Thebrand’ssuccess

underscorestheimportanceofcompetitivepricing,astrongsocialmediapresence,

andoptimizedadvertisingstrategies.Otherbrandscanlearnfromthisbyadopting

data-drivenpricingstrategiesandtargetedadsthatdifferentiatetheirproducts.

AmazonMarketWatch:AutomotiveSeries|CarCare&Cleaning2

MarketLandscape

ThisviewofCarCare&CleaningproductswithinAmazon’sAutomotivecategoryincludesleathercare,cleaningkits,vacuums,plasticcare,vinylcare,interiorcare,upholsterycleaners,wet-dryvacuums,

handheldvacuums,rubbercare,householdcleaning,leathercleanersandconditioners,all-purposecleaners,waxes,tackcare,pressurewashers,andfabriccleaners.

MarketTrends:Year-over-Year

Sales

Reviews

Revenue

Averageprice

↑7%

↓6%

↑14%

↑27%

CompetitiveLandscapeRevenue

First-party(1P)vsthird-party(3P)sellers

3P

1P

Competingbrands

↑3%YoY

3P

61%

1P

39%

Competingproducts

↓1%YoY

↑6%YoY

↑6%YoY

Best-SellingProducts

Topfiveproductsbyunitsales:

PULIDIKICarCleaningGel

Sales↑9%

ChemicalGuys

ProtectantWipesSales↓71%

CARGUYSPlasticRestorer

Sales↓16%

ARCSSAILeatherRepairKit

Sales↑26%

LeatherHoneyComplete

LeatherCareKit

Sales↑14%

AmazonMarketWatch:AutomotiveSeries|CarCare&Cleaning3

→COBALTINACTION

MarkettrendsdatainthisreportwasgatheredusingCobalt’s

Market

Intelligence

feature,whichallowsbrandstoresearchcompetitorperformance,benchmarkperformance,andmoreacrosstheAmazonmarketplace.

MarketShareDynamics

Marketshareleaders

5

Averageprice

↑10%YoY

Topfivebrandsbymarketshare

1

2

3

4

EATHER

YoYunitsalestrend

↑51%YoY

YoYunitsalestrend

↑55%YoY

YoYunitsalestrend

↑22%YoY

YoYunitsalestrend

↑38%YoY

YoYrevenuetrend

↑14%YoY

YoYrevenuetrend

↑36%YoY

YoYrevenuetrend

↑16%YoY

YoYrevenuetrend

↑36%YoY

Averageprice

↓2%YoY

Averageprice

↑2%YoY

Averageprice

↑0%YoY

Averageprice

↓1%YoY

YoYunitsalestrend

↓24%YoY

YoYrevenuetrend

↓21%YoY

LargestYoYmarketsharegrowth

ChemicalGuys

25%marketshare↑2%YoY

CERAKOTE

2%marketshare↑1%YoY

ArmorAll

5%marketshare↑1%YoY

DRECELL

1%marketshare↑1%YoY

Fanttik

1%marketshare↑1%YoY

LargestYoYmarketsharedecline

FOLEX

0%marketshare↓3%YoY

ThisWorkx

2%marketshare↓3%YoY

Bissell

<1%marketshare↓2%YoY

303Products

3%marketshare↓1%YoY

LEGONGSO

0%marketshare↓1%YoY

Marketsharemovers

Marketsharetrendsreflecteachbrand’smarketsharewithintheCarCareandCleaningnicheofAmazon’sAutomotivecategoryonly.

AmazonMarketWatch:AutomotiveSeries|CarCare&Cleaning4

→COBALTINACTION

KeywordandshareofvoicedatainthisreportwasgatheredusingCobalt’s

Digital

ShelfAnalytics

feature,whichprovidesadetailedpictureofhowconsumers

searchonAmazonandhowcompetitorsrankforimportantkeywords.

Rankedbytotalsearchvolume

Populargenerickeywords|Past30days

Searchtrend

Competition*

Veryhigh

Searchvolume

283,232

Keyword

Carvacuum

-20%

-9%

Carcleaningkit

+44%

168,830

Veryhigh

Cardetailingkit

+4%

98,431

Veryhigh

Carwashkit

+3%

86,559

Veryhigh

Windshieldcleanertool

+6%

75,599

Moderate

Carwax

-15%

56,563

Veryhigh

Leathercleaner

-6%

37,016

Veryhigh

Carinteriorcleaner

-18%

31,990

Veryhigh

Carcleaning

-11%

22,399

Veryhigh

Carglasscleaner

17,180Veryhigh

Competitionrepresentsthelevelofcompetitionforthekeywordbasedonfactorssuchasthenumberofsellersandproductlistingscompetingforvisibility.

Popularbrandedkeywords

Past30days

Rankedbytotalsearchvolume

KeywordTrends

Searchtrend

-16%

Searchvolume

168,338

Keyword

ChemicalGuys

Competition*Veryhigh

Meguiar’s

-11%

34,186

Veryhigh

Adamscarcareproducts

-44%

17,958

Veryhigh

Griot’sGarage

-5%

17,317

Veryhigh

ArmorAll

-21%

16,917

Veryhigh

Invisibleglasscleanerspray

+11%

16,896

Veryhigh

303aerospaceprotectant

-19%

13,709

Veryhigh

TurtleWax

-26%

12,867

Veryhigh

303Protectant

-35%

7,296

Veryhigh

Veryhigh

Adam’sPolishes

1,769

+22%

Competitionrepresentsthelevelofcompetitionforthekeywordbasedonfactorssuchasthenumberofsellersandproductlistingscompetingforvisibility.

ProductTrends

→COBALTINACTION

BrandsandretailersuseCobalt’sAd

Accelerator

featuretooptimizetheir

Amazonadvertisingcampaignswithadvancedtargetingandautomationthatenablesthemtoputkeywordsandshareofvoiceinsightsintoaction.

Shareofvoice(SOV)leaders

Topbrandsandproductsbyshareofvoice*

Keyword:Leathercleanerandconditioner

Keyword:Carinteriorcleaner

Keyword:Carcleaningkit

Topbrands

Topbrands

Topbrands

ChemicalGuys

18%SOV

ArmorAll

15%SOV

THINKWORK

8%SOV

ChemicalGuys

26%SOV

ArmorAll

23%SOV

Meguiar’s

3%SOV

LeatherHoney

17%SOV

ChemicalGuys

14%SOV

Weiman

13%SOV

Toprankingproducts

Toprankingproducts

Toprankingproducts

ChemicalGuysSPI22016TotalInteriorCleaner

ChemicalGuysSPI22516TotalInteriorCleaner

Meguiar’sQuikInteriorDetailer

THINKWORKCarCleaningKit

Viewsun17pcsCarCleaningKit

TTRCB26PcsCar

DetailingBrushSet

LeatherHoneyLeather

Cleaner

WeimanLeatherCleaner

andConditioner

ChemicalGuysSPI_109_16

LeatherCleaner

*DatareflectsweightedSOV;productswithanAmazonChoiceBadgeandhigherpositiononpagereceivemoreshareofvoice.

AmazonMarketWatch:AutomotiveSeries|CarCare&Cleaning6

BrandTrends

Brand:LeatherHoney

30-daytrends

UnitSold

↓<1%

Averagesaleprice

$26.91↑<1%

Revenue

↑<1%

Productslisted**

56

Best-SellingProduct

LeatherHoney

CompleteLeatherCareKit

Sales↑7%

Most-searchedbrandedkeyword

“LeatherHoneyleatherconditioner”

Searches↓5%

Brand:Adam’sPolishes

30-daytrends

UnitSold

↓24%

Averagesaleprice

$36.94↓4%

Revenue

↓27%

Productslisted**

154

Best-SellingProduct

Adam’sArsenal

Builder

Sales↓30%

Most-searchedbrandedkeyword“Adamscarcareproducts”

Searches↓39%

Brand:Griot’sGarage

30-daytrends

UnitsSold

↓24%

Averagesaleprice

$27.43↑8%

Revenue

↓4%

Productslisted**

98

Best-SellingProduct

Griot’sGarage10971LeatherCleaner

Sales↓25%

Most-searchedbrandedkeyword“Griotsinteriorcleaner”

Searches↓9%

→COBALTINACTION

LookingforinternationalAmazonmarketdata?

Cobalt

providesinsightsontrendsacrosstheUnitedStatesandotherglobalmarketplaces,includingtheUnitedKingdom,Germany,France,Spain,andmore.

**ProductsListedisanestimateanddoesnotreflectexactnumberofactiveASINs

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AmazonMarketWatch:AutomotiveSeries|CarCare&Cleaning9

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