Helping Brands Understand the New Competitive Realities on Amazon

Today, Momentum Commerce is launching a comprehensive series of monthly category reports, starting with Beauty & Personal Care and expanding to cover Home & Kitchen, Health & Household, and other top categories by sales volume. Each report will deliver:

• Search term analyses that reveal up-to-date consumer behavior insights
• Two years of longitudinal data revealing actual category leadership trends
• Real-world examples of how brands are winning (or losing) market share

Why This Matters Now

 The disconnect between perceived and actual competition on Amazon is costing brands millions in lost opportunities. Executive teams trained in traditional retail often struggle to grasp a fundamental truth: on Amazon, your competitors aren’t just the familiar brands positioned beside you on traditional retail shelves. Today, the competitive set is determined by Amazon’s search results page—a far more fluid and unpredictable battlefield.

This series aims to help brands at all levels:

• Understand why traditional competitive assumptions don’t hold on Amazon
• Identify true threats and opportunities in your category
• Make more informed strategic investments
• Track competitive dynamics as they develop
• Visualize the full scope of your competitive set
• Learn from successful competitor strategies
• Spot emerging trends before they become threats
• Make more data-driven decisions around advertising budgets

Each month, we’ll dive deep into key categories, using the comprehensive data housed in Velocity by Momentum Commerce to illuminate competitive dynamics and give you the full competitive picture needed to win.

Follow along as we uncover who’s really winning on Amazon, and more importantly, why. Reach out to us with any questions or requests for more detailed analysis at hello@momentumcommerce.com 

Report #1: Beauty & Personal Care

The beauty and personal care category—Amazon’s fastest-growing major segment—offers a perfect case study in how traditional competitive dynamics are being upended. Our inaugural report focuses on the skincare subcategory, where established multinationals, social media phenoms, and aggressive challengers are locked in an increasingly sophisticated battle for market share.

Key Findings at a Glance:

• Category Growth: 21% YoY increase in Amazon US skincare sales (2024)
• Market Leadership: Multiple brands claimed the #1 position throughout 2024
• Competitive Dynamics: distinct approaches to winning market share emerged
• Search Trends: Significant shifts in how consumers discover and evaluate products

What You’ll Learn:

• How social media success translates to Amazon success (or doesn’t)
• Why traditional market leaders are simultaneously more secure and more vulnerable than they appear
• Which tactical approaches are working in today’s marketplace
• Where the greatest opportunities lie for brands of different sizes and capabilities