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 Amazon.com 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 games.
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.