Amazon’s Beating the Industry In HPC

June 8, 2017         By: Steven Anderson

Health and personal care (HPC) objects, those little must-dos that everyone needs to have on hand to varying degrees, have been seeing something of a drop lately in the market.

Yet even as the entire market slips just a tick, Amazon’s presence in said market has been on the rise of late, to the point where it’s gaining double-digit market share according to a One Click Retail study.

The study revealed that, while the market is falling between one and 10 percent in the first quarter of 2017, Amazon’s own share increased. Amazon had actually pulled in 27.5 percent of the entire market back in 2016, for a combined revenue of $1.3 billion.

Hair care saw the biggest gains for Amazon in the United States, while in the United Kingdom, it was “household consumables.”

Baby products were a big winner for Amazon as well, with 43 percent of the total market going to Amazon. Thirty percent of the diaper market in the first quarter was Amazon’s, and baby food was up 15 percent. Baby formula, meanwhile, was up a staggering 80 percent.

So what’s sparking this incredible growth pattern? Word from One Click Retail CEO Spencer Millerberg says that it’s not only a matter of increasing popularity for Amazon in particular, but also some improvements on Amazon’s part. The rise of things like Amazon Pantry is driving consumers to make some different choices, and spur some revenue growth as well.

Additionally, it’s worth noting that Amazon’s made a lot of advancements that help here. Consider the various “reorder buttons” that Amazon offers now, small, one-touch connected systems that essentially allow a shopper to place an order for certain items like detergent, batteries, tissues or soap.

That convenience likely gets users interested in coming back for more, and considering that many of these household goods don’t have expiration dates, the end result is an encouragement to stock up and easy access to one-click reordering.

These points and improved delivery times make it worth placing an order for basic household goods throw Amazon. From soup to soap and everything in between, Amazon’s making itself a retail powerhouse, and an easy mobile shopping experience as well.