1. Amazon's health and personal care category is growing, with buy rates, purchase frequency, and spending per trip all increasing 14% year-over-year. 2. New Amazon health and personal care shoppers are more likely to be high income, prime members who purchase online weekly to save time and money. 3. While Amazon has increased its share of wallet for health and personal care, retailers like Walmart, Kroger, CVS and others are losing share.

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Persephanie Arellano
Webinar Coordinator

3. Tony Heuer Nai Saelee Shawn Paustian

4. 7.
Eyebrow Text

5. Poll Question
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6. Numerator brings together omnichannel
marketing, merchandising, and sales
data to make pursuing new possibilities
simple.
We offer the most complete view of the
omnichannel marketplace, with the
fastest intelligence available.

8. Amazon Health & Personal Care Total US Penetration and Trips
All Shoppers | Ending 06/30/2019, Rolling 52 Weeks by Quarters

9. Metrics 2018 2019 YoY Growth
Buy Rate $203.24 $231.82 +14%
Purchase Frequency 7.9 9.0 +14%
Spend Per Trip $25.76 $25.89 0%
% of Basket (Spend) 67% 70% +4%
Amazon Health & Personal Care Shopper Metrics
All Shoppers | Ending 06/30/2019 vs YAG

10. Amazon Health & Personal Care Share of Wallet
Amazon H&PC Closers | Ending 06/30/2019 vs YAG
Walmart +0.6
Amazon +2.2
Costco +0.2
Target +0.1
Sam’s Club -0.2
Walgreens -
CVS -0.2
Dollar General +0.1
Kroger -0.3
BJ’s -0.3
YAG
22%
SOW
Online

11. Categories with Biggest Shift to
Online
% of Spend –
Change YoY
Industrial +15%
Home & Garden +9%
Electronics +8%
Tools & Home Improvement +7%
Toys +7%
Losing Retailers % of Spend – Change
YoY
Walmart -1.0%
Kroger -0.6%
RiteAid -0.5%
CVS -0.4%
Ahold Delhaize -0.4%
Change in Spending as Shoppers Enter Amazon for Health & Personal Care
New Amazon Health & Personal Care Shoppers | Past 52 Weeks Ending 06/30/2019 vs YAG

13. AGE
Gen X / Millennials
HHs: 58%, Index: 103
ETHNICITY
White
HHs: 71%, Index: 105
INCOME
High Income (>$80K)
HHs: 48%, Index: 111
SUBSCRIPTION
Prime Member
HHs: 66%, Index: 119
HOUSEHOLD SIZE
3+ Persons
HHs: 46%, Index: 102
MARITAL STATUS
Married
HHs: 58%, Index: 107
CHILDREN
Yes
HHs: 33%, Index: 105
URBANICITY
Suburban/Urban
HHs: 72%, Index: 100
EDUCATION
4+ Year College
HHs: 45%, Index: 108

14. Online Lover Saver Bulking Up
17% more likely to
be purchasing
online weekly
14% more likely
to be
buying in bulk
online
70% shop online
to save time
50% shop online
to save money

15. +13%
more likely to be
interacting with
Smart Home devices
Compared to the average Amazon
Shopper, Amazon Health &
Personal Care Shoppers are…
Know Where You Stack Up in Voice Search

16. Health & Personal Care Private Label Index (% of Spend)
Amazon Health & Personal Care Shoppers Indexed to Amazon Shoppers |
Past 52 Weeks Ending 06/30/2019

17. Vitamins & Supplements Share by Heavy, Medium Low Category Buyers (% of Units)
In FMCG Retailers | Past 52 Weeks Ending 06/30/2019

18. Vitamins & Supplements Share by Heavy, Medium Low Category Buyers (% of Units)
On Amazon | Past 52 Weeks Ending 06/30/2019

20. 21%
have not bought
Health & Personal Care
on Amazon yet
The Remaining Opportunity for Amazon
Of Amazon Shoppers | Ending 06/30/2019

21. Amazon Health & Personal Care Total US Penetration by Category
All Shoppers | Ending 06/30/2019, Rolling 52 Weeks by Quarters

22. 1. Retailers Watch Out
2. Brands Need to Capitalize
3. Study What’s Next

24. much harder
that’s a
good thing.

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extremely lucrative
● opportunities
competition sales continue to increase
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27. can’t afford
relevant and competitive

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32. Must be enrolled in the Professional seller plan with the following metrics:
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Product Requirements for Health and Personal Care
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● Ads must not make any unrealistic or excessive claims ie: That customers can lose weight by merely using the product without
following a calorie-controlled diet or exercise program.
● Check that your product is not in the restricted products list-
● Make sure product is labeled correctly with 1) quantity/amount of product 2) “supplement facts” panel 3) ingredient list 4) name
and address of manufacturer

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39. ● Pure Clean Performance’s Beet Juice Powder
● 30 day before and after analysis

40. Brand Messaging
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Product Messaging
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42. ●
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increase order volume and lower ACoS

43. ● Campaign Optimization
○
● Optimize Brand Page & on Page Content
○
● Increase Sales on Prime Day
○

45. ●

46. Sponsored Products Product Attribute Targeting
Sponsored Brands
Ad
Console
Lifestyle In-Market
DSP: Retargeting
DSP
Advertising Mix Split

47. AMS Campaigns
Non Branded
Campaigns
Branded Campaigns
Must Win Branded Other Branded
Must Win Non
Branded
Other Non Branded

48. New Year New Me
●
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ProTip:

50. PDA Pro-tip:

51. Key Takeaways

53. Tony Heuer Nai Saelee Shawn Paustian

55. SEP
The 2019 Advanced Email Marketing
Masterclass:
Expert Strategies for a Sophisticated
Email Marketing Program
Health & Personal Care Brands'
Successful Amazon Strategies:
Learning From Brands Like Advil and
Seventh Generation
OCT
13 Brands That Are Using Email
Marketing Creative to Crush
Performance for Holiday Campaigns
Google's New Ad Formats: What
We've Learned From Testing
Discovery and Gallery Ads
https://tinuiti.com/content/