More consumers than ever have switched to buying groceries online, so seeing uplift across all FMCG amazon categories is unsurprising. What is interesting when reviewing the ‘laundry detergent powder’ subcategory is how pricing can affect market share. A leading brand, shown in the graphic, increased their retail prices above the category average resulting in a drop in market share. Online shoppers are more price aware, instead of habitually purchasing the same product when in a physical store.
Download our Amazon analytics overview for the laundry detergent powder subcategory, comparing February 2020 to Match 2020.