Explore Jungle Scout Cobalt insights for health, safety, and personal care products within Amazon’s Baby category. This report highlights the most sought-after items, frequent shopper searches, and leading brands in market share and rankings.
Market Trends: Year-over-Year
This view of health, safety & personal care products within Amazon’s Baby category includes baby bathing, grooming, hair care, and skin care products; baby scales, thermometers, medication, and other health care products; pacifiers, teethers, and teething relief products; babyproofing products; safety gates and locks; and baby monitors.
Market Share Dynamics
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.
Market share leaders
Top five brands by market share
Keyword Trends
Popular generic keywords | Past 30 days
Keyword
Baby essentials
Baby monitor
Newborn essentials
Baby bath
Baby proofing
Baby wash
Baby shampoo
Baby bathtub
Baby camera
Diaper cream
Popular
branded
keywords| Past 30 days
Keyword
Butt Paste
Dove
Baby Dove lotion
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.
Product Trends
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: Baby monitor
Keyword: Baby bath
Top brands Top brands Top ranking products
HelloBaby Baby Monitor with Camera and Audio
VTech Upgraded Audio Baby Monitor
VTech VM819 Baby Monitor
ranking products
Angelcare Baby Bath Support
Frida Baby Grow-with-Me Baby Bathtub
Blooming Bath Baby Bath Seat *Data reflects weighted SOV; products with an Amazon Choice Badge and higher position on page receive more share of
Keyword: Diaper cream
Brand Trends
Brand: Bobbie
Tubby Todd Brand: Little Remedies
“Bobbie formula”
“Tubby Todd all over ointment” “Little Remedies gas drops”
Key Takeaways
Trends indicate strong brand loyalty in this niche.
High — and growing — search volume for branded keywords like “All baby,” “A & D cream,” and “Butt Paste” shows that consumers are frequently searching for baby health and personal care products by brand name, not just by product type. Invest in building a strong brand voice across all marketing channels and promoting your own branded keywords through targeted advertising, influencer partnerships, and more.
Competitive pricing is a must.
The average price in this market is down almost 10%. Competitors need to develop pricing strategies that attract price-sensitive customers. This might include offering bundles, discounts, or loyalty and subscription programs to encourage repeat purchases and enhance customer loyalty.
Demand is up across the board.
The majority of brands, products, and search terms in this report have seen positive year-over-year or month-over-month trends, suggesting that demand for a wide range of items in this niche is steady and growing. Consider expanding product lines to include additional highdemand products, using market research to pinpoint innovations that will make your brand stand out.
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About This Report
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 June 13, 2023 - June 11, 2024, compared to June 13, 2022 - June 12, 2023. 30-day trends reflect the period of May 13, 2024 - June 11, 2024, compared to April 12, 2024 - May 12, 2024.
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