Get Jungle Scout Cobalt data on feeding product trends within Amazon’s Baby category. See what people are searching for and spending on, and learn which brands are leading the market.
Market trends data in this report was gathered using Cobalt’s Market Intelligence feature, which allows brands to research competitor performance, benchmark performance, and more across the Amazon marketplace.
Top five brands by market share
Keyword and share of voice data in this report was gathered using Cobalt’s Digital Shelf Analytics feature, which provides a detailed picture of how consumers search on Amazon and how competitors rank for important keywords.
Share of voice (SOV) leaders
Top brands and products by share of voice*
Brands and retailers use Cobalt’s Ad Accelerator feature to optimize their Amazon advertising campaigns with advanced targeting and automation that enables them to put keywords and share of voice insights into action.
Keyword: Nursing pillow Top brands
Keyword: Bibs Top brands
Boppy Nursing Pillow with Removable Cover
Momcozy Original Nursing Pillow My Brest Friend Deluxe Nursing Pillow
Twinkle
Keyword: Baby bottles
brands
ranking products
PandaEar Set of 3 Silicone Baby Bibs
POIKSHARK Muslin Baby Bibs
MairMore 100% Cotton Bibs for Feeding and Drooling
Brown’s Natural Flow Baby Bottles Evenflo Feeding Classic Baby Bottles
Over the past 90 days, sales have grown substantially for products like Dapple’s Soap Refill (sales up 400%+) and Philips AVENT Baby Bottles (sales up 75%+). Brands selling similar or related items should focus on identifying the unique qualities that contribute to the success of these products – for example, Dapple’s hypoallergenic formula or Philips AVENT’s sustainability features and then emphasize those qualities in their product designs and marketing messages.
First-party sales have tipped the scales. Reviews are on the rise.
There has been a notable year-over-year shift in the revenue split between firstparty and third-party sellers in this market, with first-party revenue growing by almost 20% as third-party revenue dipped slightly. First-party sellers now make up a majority of the revenue in this niche, at 52% and growing. Brands should reassess their distribution strategies to determine if they can gain more advantages with an increased 1P presence through optimized inventory management, enhanced brand awareness efforts, or other tactics.
Customers shopping in this niche are leaving 26% more reviews this year than last, indicating growing consumer engagement and influence on purchasing decisions. Brands should implement programs to encourage customers to leave reviews, use positive reviews in their marketing content, and leverage feedback from reviews to improve their product features, listings, and promotions.
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Over the past decade, Jungle Scout has gathered a wealth of data points through continuous monitoring and analysis of Amazon. The tools used to build this report are the same ones that 1 million+ sellers, enterprise brands, retailers, and agencies use daily to make confident decisions and develop effective strategies on Amazon. See how our tools can help your business grow with a demo.
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Data represents the U.S. market and reflects estimates based on a sampling of approximately 20,000 products in the specified niche. Year-over-year trends reflect July 4, 2023 - July 2, 2024, compared to July 2, 2022 - July 3, 2023. 90-day trends reflect the period of April 3, 2024 - July 2, 2024, compared to January 3, 2024 - April 2, 2024. 30-day trends reflect the period of June 3, 2024 - July 2, 2024, compared to May 3, 2024 - June 2, 2024.
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