Despite Germany being Amazon’s largest European market by revenue, it is not as competitive as the U.K. Here’s what the discrepancy means for the country’s FMCG names.
Tracked brands in the U.K. own, on average, more Sponsored Products per keyword than in Germany, highlighting the competitive nature of the U.K. market. Nevertheless, in Germany, brands studied in Gartner L2’s Digital IQ Index: FMCG have lost their share of sponsored brands — which are beneficial for top-of-funnel brand awareness — on nonbranded searches due to other brands catching up. Two notable brands eating away at the competition in the skin care category are eco brands Cosphera and Sorion, which have more sponsored brands than any of their peers on skin care searches. By contrast, the share of sponsored products for analyzed brands has remained static.
Oral-B highlights the competitive difference between Amazon’s Germany and U.K. markets, as it outperforms the average across both organic and paid visibility against nonbranded terms on Amazon. Appearing on over two-thirds of organic searches across both countries, Oral-B also leads for its product page optimization score with lengthy text descriptions, reviews and branded imagery. However, on the paid side, Oral-B has an easier time in Germany. Although it has half the paid visibility in Germany than in the U.K., it does not need to concentrate as much of its efforts on Amazon Advertising as it is able to maintain higher ownership across the German Amazon Best Seller pages, indicating its strong sales performance.