Analyzing Amazon's 'Cyber Five' Sales, Retail Media Activity & More

The five days from Thanksgiving through Cyber Monday, known as the "Cyber Five," is the most concentrated shopping period of the holiday season.

In a recent report, Utah-based e-commerce analytics provider Analytic Index provided an in-depth analysis on sales performance; retail media and promotional activity; and share of search across all major departments on during the Cyber Five period (Nov. 25-30, 2021). The report includes details on:  

  • retail media and promotion activity by ad type and brand;
  • share of organic search among top brands;
  • most popular organic keywords for top-selling items; and 
  • top-performing item by category. 

Product categories in the report include arts & crafts, automotive, baby, beauty, cameras, clothing, computers, electronics, grocery, health, home & kitchen, kitchen, office, pets, software, sports & outdoors, tools, toys and video recap

As an example, top brands by share of sales in the baby category were Procter & Gamble’s Pampers and Luvs, Kimberly-Clark’s Huggies, Newell Brands’ Graco and Nuk, Amazon’s Mama Bear as well as VTech and WaterWipes. The most popular retail media by ad types included sponsored product ads (61.66%), followed by sponsored brand ads and amplifiers (24.14%) and sponsored brand videos (14.20%), according to Analytic Index’s report. Additionally, Black Friday and Cyber Monday deals garnered the majority of promotion activity in the category.

Path to Purchase Institute members can access and download the full Amazon Cyber Five recap report from Analytic Index on Non-members can also download the report via the company's website.