According to online sales and brand measurement calculations from Edge by Ascential’s Market Share solution, Paper Towel sales on Amazon reached an estimated $160M in 2018, up almost 20% from 2017. Amazon’s Vertex Award winning private brand Presto! witnessed an increase of nearly 80 times its market share of total paper towel sales on Amazon.com in 2018 compared to its negligible share of less than one-tenth of a percent in 2017.
According to calculations from Edge by Ascential, the top five Paper Towel brands (and their share of total paper towel sales on Amazon.com) of 2018 are:
- Bounty (47%)
- Viva (12%)
- Sparkle (10%)
- Brawny (8%)
- PRESTO! (6%) (Amazon Private Brand)
- 365 Everyday Value (Amazon Private Brand)
- Seventh Generation
- Solimo (Amazon Private Brand)
In 2018 all of Amazon’s private brands have increased their share in 2018 while the majority of the other major brands witnessed declines, demonstrating the shift in consumer purchasing on Amazon to high-quality private brand products.
“With the Whole Foods acquisition in 2017, Amazon may have collected insights from 365 data on paper towels and utilized it to create its own paper towels and enter a market which had quite low Amazon-brand presence—a category dominated by P&G and Kimberly-Clark,” explains Pete Andrews, Director of Insights at Edge by Ascential. “Providing a cheaper product to a loyal customer base willing to ‘try by buy’ is a strategy Amazon likes to employ—a strategy that legacy brands should consider to compete against Amazon’s growing private label brands. All eyes are on how wild-card Solimo and how Amazon will continue to evolve its private label strategy.”
To learn more about Amazon you won’t want to miss My Private Brand, President Christopher Durham when he presents The Extraordinary Rise of Private Brand at Amazon at this year’s Velocity: The My Private Brand Conference.