The study was conducted using Kantar Media’s eCommerce Search Ad Insight solution, a first-of-its kind competitive intelligence tool that provides insight into brands’ keyword-level performance vs. competitors in Amazon.com search results. Specifically, the company used the tool’s ‘Brand Visibility Score’ feature to assess the top five brands on three of the most searched shampoo-related keywords on Amazon.com from April 1 through April 30, including ‘shampoo’, ‘shampoo and conditioner’ and ‘dandruff shampoo’.
Kantar Media assigns a Brand Visibility Score to brands based upon an analysis of a range of search marketing data for that brand on Amazon.com, including the percentage of time the brand’s sponsored and organic listings are found in the top 3 positions on the search results page for specific keywords and the total number of listings found.
Overall, the study found P&G brands leading for each of three popular shampoo-related keywords that were studied. It also found that purchasing sponsored ads could significantly increase a brand’s visibility on Amazon.