Decode Your Amazon Category with Velocity’s Category Insights Tool
Growing your brand on Amazon requires more than tracking your own performance. It requires understanding the broader market dynamics at play. Without clarity on your category’s overall health, shifts in consumer behavior, or competitor strategies, your Amazon strategy is at best incomplete and at worst ineffective.
That’s exactly why we created the Category Insights tool within Velocity by Momentum Commerce. Category Insights provides ecommerce and marketing leaders with real-time visibility into Amazon’s marketplace dynamics, highlighting market size, growth trajectories, pricing movements, advertising competitiveness, and more.
Expand the embedded demo below, and explore a full demo on how Category Insights works and why it’s critical to your Amazon strategy.
Quickly Gauge Market Size and Growth
Begin by simply searching your category (for instance, “Toothbrushes”). Velocity identifies the most relevant Amazon categories (browse nodes) and delivers immediate insights into:
- Total category revenue – Determine instantly whether the category is growing or contracting.
- Year-over-year trendlines – Quickly visualize market shifts over time.
- Brand concentration – Understand how much market share is held by the top brands.
For example, analyzing the “Toothbrushes” category reveals fascinating insights: it’s nearly a billion-dollar market but has remained flat year-over-year. Additionally, the market share held by the top five brands dropped from 60% to 55% recently, signaling potential disruption and emerging competition.
Understand Demand, Search Behavior, and Pricing Shifts
Velocity clearly visualizes several critical consumer and marketplace behaviors:
- Seasonality in sales and search trends – See how demand fluctuates across months.
- Branded versus unbranded search share – Assess whether consumers are brand-loyal or open to discovery.
- Pricing trends – Track whether average prices in your category are rising or declining.
For instance, within “Toothbrushes”:
- Only 12% of search queries were branded, meaning 88% of shoppers were brand-agnostic.
- Prices declined year-over-year, even as overall search volume rose.
- Despite increasing interest, declining conversion rates resulted in stagnating sales.
These insights help you adapt your pricing, promotional strategy, and brand positioning in response to shifting consumer preferences and competitive pressures.
Assess the Competitive Intensity of Your Category
Category Insights helps you clearly understand how fiercely competitive your category is by examining:
- Advertising density – What percentage of top search results are sponsored (paid ads) versus organic?
- Top-selling product stability (BSR survivorship) – How frequently do the top-selling products change month-over-month?
- Brand diversity in top search results – Do a few brands dominate or is there broader diversity?
For example, “Toothbrushes” showed:
- 60% of top page-one results were ads, reflecting high advertising intensity.
- Roughly 75% of top-selling products maintained their rankings each month, indicating stable bestsellers.
- Approximately 30 different brands appeared consistently, suggesting healthy brand diversity.
Identify Category Movers, Shakers, and Trends
Velocity doesn’t just track current market leaders—it highlights emerging trends and new opportunities, including:
- Brands quickly gaining or losing market share.
- Subcategories gaining traction (e.g., powered vs. manual toothbrushes).
- Trending search terms, such as “prime day deals” or “kids electric toothbrush.”
These insights equip you to seize emerging opportunities before your competitors do, allowing you to prioritize new product development and refine your promotional strategies.
Plan Strategically with Confidence
Category Insights goes beyond just displaying data—it helps you transform insights into actionable strategies. With Velocity, you can:
- Compare market dynamics across different periods.
- Overlay your brand’s performance or competitor metrics.
- Benchmark your strategies against evolving consumer and advertising trends.
Use these capabilities to inform critical business processes:
- New product launch strategies.
- Annual budgeting and forecasting.
- Cross-functional alignment between marketing, operations, and product development teams.
Why Velocity is Your Best Choice for Category Insights
While other platforms like Helium 10, Stackline, and Jungle Scout offer some category-level data, Velocity’s Category Insights is uniquely tailored for ecommerce leaders who need comprehensive, actionable intelligence. Our approach prioritizes depth, strategic clarity, and frequent data updates—so you’re never acting on incomplete information.
Ready to Decode Your Amazon Category?
Start gaining clarity on your category today.
Try our free Velocity tools now and explore Category Insights for yourself.
For a broader competitive perspective:
Velocity by Momentum Commerce equips ecommerce leaders to confidently lead—not follow—in their Amazon category.
