Most Aggressive Brands During Black Friday Weekend 2023 on Amazon
While Cyber Monday 2023 is still in progress, it’s worth quickly recapping what brands went all out this past weekend on Amazon. Using our free Amazon Brand Leaderboard tool, let’s zero in on brands that used both deep discounts and increased paid ad investment to drive sales during the eCommerce-dominated Black Friday period from just before Thanksgiving through Sunday.
Beats by Dre – Headphones
- Increased Total SOV by 3.67% (2nd biggest jump in the category)
- Increased Paid SOV by 5.59% (2nd biggest jump in the category)
- Decreased median price by 19.98% (6th biggest discount in the category)
Beats was clearly the most aggressive brand in this popular gift-giving category. While Bose drove larger total and paid SOV changes than Beats, they largely did not pair their increased visibility with discounts.
Waterpik – Dental Floss & Picks
- Increased Total SOV by 3.54% (biggest jump in category)
- Increased Paid SOV by 3.37% (biggest jump in category)
- Decreased median price by 17.82% (6th biggest discount in the category)
Waterpik already dominated this category on Amazon coming into the sale period and essentially doubled down on that position. Their increased paid SOV helped hold their advantages in the face of strong paid investment and price promotion activity from Coslus, Philips Sonicare, and others.
Mangopop – Women’s Clothing
- Increased Total SOV by a 0.53% (biggest jump in category)
- Increased Paid SOV by 0.89% (biggest jump in category)
- Decreased median price by 19.70% (2nd biggest discount in the category)
Bodysuit and shapewear brand Mangopop more than doubled the total SOV gain of 2nd place Levi’s during the sale period – a notable feat especially in a category as large as Women’s Clothing. The brand further buttressed their significant paid investment with steep discounts.
Julep – Makeup
- Increased Total SOV by a full 0.36% (2nd biggest jump in category)
- Increased Paid SOV by 0.74% (2nd biggest jump in category)
- Decreased median price by 26.69% (Largest discount in the category)
Julep, a brand selling a variety of entry-level makeup products, was incredibly aggressive during the Black Friday weekend period. The brand’s progress is particularly notable given how they gained share against larger national names like Maybelline, e.l.f, and others within a highly competitive category that’s grown nearly 60% from a revenue perspective year-over-year.
We’ll be sharing more updates as the Turkey 5 period on Amazon continues! If you want to stay up to date, subscribe to our newsletter here, or follow Momentum Commerce on LinkedIn.
