Steps in Analysis
- Analysis of DTC website
- Analysis of Facebook Ads Library - What leads to traffic to the website?
- Analysis of Amazon Niches that Little Sleepies Competes in
- Analysis of Listing Quality
Analysis of DTC Website
Looking at the companies website they have around 400k in monthly traffic. Given website conversion rates are around 2-3% this means they are selling 8-12k units per month. Using the average price from their Amazon listings of $35 this amounts to $280k-$420k/month in revenue.
Top terms included branded and generic terms
The top organic competitors
Top paid terms on google
Main paid competitors and sample ads Little Sleepies is running
Analysis of Amazon Presence
Little Sleepies is a 3rd party seller on Amazon which means they use Seller Central vs Vendor Central.
Their Amazon storefront shows a total of 11 Parent ASINs and a total of X Child ASINs as of 7/18/2024. Using H10’s X-ray the estimated total revenue they make is $388k/month which would be $4.6M per year. If Little Sleepies is on multiple channels and Amazon represents about 28% of total sales then their total annual revenue would be approximately $16.6M.
Looking at their catalog 94% of revenue comes from these 2 parent listings
Little Sleepies Bamboo Viscose 2-Way Zipper Pajamas - 1,345 reviews and 4.7 star rating
Little Sleepies Two-Piece Pajama Set for Boys and Girls - 419 reviews and 4.8 star rating
Also there are no split review issues I can see in monitoring their catalog.
Using the top selling ASIN we can use Amazon’s Product Opportunity Explorer to see metrics for all child variations that are similar to a single ASIN on the listing. I can see that blue is highly clicked on and it does show first on the organic search results. I imagine it has a higher CTR vs the yellow color.
We can see that Little Sleepies primarily competes in Amazon’s browse node “Blanket Sleepers” sub node of the “Sleepwear & Robes” node
Diving into the associated Niches with the top clicked product’s browse node of “Sleepwear & Robes” we see this
Searching for “baby pajamas” these Niches all show up
Of these niches the main one for Little Sleepies is “Bamboo Baby Pajamas” for their main product with is made from Bamboo. At a high level seeing that there are 101 top clicked products, meaning these products account for 90%+ of all the click share from the top 20 terms in this niche we can see that shoppers are looking for a lot of different styles for their children’s clothing or other features vs simply price and reviews. Niches with less top clicked products tend to have less customer preferences when shopping besides reviews and review rating.
Here are the top products in the Niche
This gives us an idea of the top products. It is helpful to look at this data from the Brand perspective to get an idea of who the main competitors in the niche are. We can download the data in excel and sum up the data based on Brand to take a closer look.
Looking at the top terms - for a Niche Amazon provides the top 20 terms and then the top products that make up at least 90% of the clicks from these terms. As is the case for most niches a few of the terms account for most of the search volume within the niche. We can also calculate a favorite metric of mine which is “Purchases” = “Total Search Volume” x “Search Conversion” - this is a better metric to look at versus search volume because it tells us how many purchases transactions are happening for a specific term on Amazon - some terms may be searched a lot but result in few purchases as compared with a term that is searched less often but results in greater amount of total purchases.
Chinese competitors will compete on price and copy the best selling listings presentation and style. This product looks almost identical to the product Little Sleepies sells and is targeting their branded term “little sleepies.”
Good use of video for Headline Search Advertising
How did they decide to use this video for the ad? Was it done via a series of tests or recycled from what they had used for the DTC channel?
With regards to the product this shows only the pajamas. I am curious to know whether they’ve tested showing the other baby products they offer in their catalog.
Looking at the top selling listing here
The video has no audio on it?
This variation does have audio on the video but it plays into different ear phones at the beginning - Blue color variation
The role that Little Sleepies is hiring for
