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Women’s Down Jackets & Parkas is a seasonal market (product), based on Amazon US station, with the past five years (2017-2021) as the time reference range, it can be seen that the peak season of women’s down jackets is generally concentrated in November every year:

(Source: Seller Genie)

During the writing period, the author took down jacket as the main keyword, Amazon US site as the search data basis, and searched in Sonar (Amazon Keyword Tool, popularity score out of 5), and the results are as follows:

It can be seen that with Down Jacket as the main keywords, the keyword search popularity order is: Down Jacket (down jacket), Down Jacket Men (men’s down jacket), Down Jacket women (women’s down jacket), Packable Down Jacket Woman (women’s foldable down jacket) and Packable Down Jacket Man (men’s foldable down jacket).

1. Sales volume

Number of BSR top 10 stores in the subcategory

Taking Amazon US as an example, there are a total of 6 stores (brands) in the top 10 BSR subcategories of women’s down jackets & cotton clothing, and the distribution is as follows:

Taking the last 30 days as a reference timeline, the number of link orders in the top 10 BSR rankings in the subcategory is as follows:

*Some stores have more than 1 link on the list (such as Amazon Essentials), which I indicated after the brand name.

During the writing period (early December 2021), the average monthly sales volume of the top 10 links of women’s down jacket & cotton clothing BSR was 7973, and the average monthly sales were 614,385 US dollars; Amazon’s own brand Amazon Essentials and the domestic brand Orolay, known as “Amazon coat”, tied for the first place in the down jacket & cotton clothing subcategory, the former ASIN sales in the past 30 days 17823 orders, the latter in the past 30 days monthly sales of 13836 orders. In addition, among the top 10 BSR products, the Nos. 1 (tie), No. 4, No. 5 and No. 6 are Amazon’s own brands, and the other 6 links are domestic seller brands.

2. One-week price range

Taking the past 1 week (December 3, 2021 – December 9, 2021) as the reference timeline, the pricing dynamics of the top 10 products in the women’s down jacket & cotton clothing subcategory BSR are as follows (some products have price ranges, take the lowest value, if a link is priced at $9.99-$49.99, then take $9.99):

It can be seen that under the condition that the cost and market demand of the product (down jacket & cotton clothing are currently in season) are relatively stable, in the past 1 week time frame, except for Zeagoo, which ranks 3rd, and Columbia, which ranks 10th, the prices of other top 10 products have not fluctuated greatly. In addition, due to factors such as color and size, there are many variations of down jackets & cotton clothing products. In the case of Amazon Essentials, the top Amazon private brand, the number of variations of a link reached more than 100.

Taking the last 1 week as the reference timeline, the pricing range of the top 10 products ranked by BSR in the subcategory is as follows:

*Gross margin = (selling price – commission – FBA fee) ÷ 100

As can be seen from the above table, the top 10 links in the women’s down jacket & cotton clothing subcategory BSR have an average price of $77.73, the lowest price is $24.99, the highest price is $300.87, and the average gross margin is 68.4%; In addition to being a local seller in the United States, Sidefeel, a Chinese seller starting at $24.99, ranked 8th, also has a gross profit margin of 70%. Sellers can refer to this price range.

3. Competition

Keyword popularity

Using Women’s Down Jackets & Parkas as the search term, a search on Amazon US showed that the lowest bid for this keyword was $0.74, the highest bid was $2.06, and the average PPC bid was $1.02. The monthly search volume of the top 10 keywords related to the product is:

Due to content fillers and Amazon category divisions, the same is a down jacket, and the keyword popularity of puffer jacket is much higher than that of down jacket; In addition, synonymous keywords (women’s down jackets) vary greatly in monthly search volume due to different keywords (puffer jacket womens, womens puffer jackets), the former PPC price is $1.17, the latter PPC price is $1.33.

· BSR Top 10 Score Distribution

During the writing period, among the top 10 BSR products in this category, the average score reached 4.42 points with an average monthly order volume of 7973 orders, and the market recognition was high.

4. Evaluation and analysis

During the writing period (early December 2021), using Women’s Down Jackets & Parkas as the search keyword, using Amazon US as the benchmark, after analyzing the top 10 BSR products in this subcategory, it can be concluded that:

Women’s Down Jacket & Cotton BSR Top 10 Ratings/Reviews and Accounts for the following:

At the time of writing, most of the top 10 products on the BSR list had more ratings, but the link of Orolay, which tied for BSR No. 1, was first launched in 2013, and the number of reviews exceeded 10,000 in the past 30 days, and the number of reviews showed only 35. The number of ratings for other variants of the same link reached 19,354. This can happen because:

Frequently participate in promotional activities (such as limited-time flash deals), and sales increase sharply in the short term;

· New ASINs on BSR’s top links to attract traffic to new products;

Merger of multiple ASINs;

New product links on old ASINs, etc.

* Recent sales + historical sales, that is, sales speed, is the main assessment factor for Amazon when ranking BSR, of which the proportion of recent sales will be relatively heavy. The ranking of new products without historical sales is easy to fluctuate, and it is not impossible for new products to reach a good BSR position during this period. Therefore, increasing the speed of sales is a key point for sellers. In order to improve sales speed and sales, sellers should pay special attention to dimensions such as inventory levels, pricing ranges, keyword distribution, and reviews.

The distribution of the top 10 review grades of BSR for down jackets & cotton clothing is as follows:

As can be seen from the above figure, the top 10 brands, regardless of the number of reviews, 5-star reviews account for more than half. For example, the first Amazon Basics’ ASIN, with more than 7,000 ratings, 5-star praise accounted for 72.2%, and the entire BSR top is a relatively mature product. Although the number and proportion of positive reviews are not the main factors affecting BSR ranking, they do have a certain impact on the speed of product sales, and sellers need to pay more attention.

Keywords such as warm & comfort and light weight are common features

After collating and analyzing the top 10 link reviews (By Features) on the women’s down jacket & cotton BSR list, we can find:

Most of the main ASINs of the brands in the top 10 BSR links do not have enough review keyword base, so the chart presents less content. The author’s analysis of 4-5 star reviews including links ranked 1st, 3rd, 7th, 8th, and 9th can be obtained:

Sellers can optimize products according to this (e.g., reasonable price reduction, printing design, product micro-innovation, etc.).

The goods are not right, and the quality problem is the women’s down jacket & cotton clothing bad evaluation area

After analyzing the existence of 1-2 star evaluation of the existence of the top 10 ASINs of the BSR ranking of women’s down jackets & cotton clothing on Amazon US Station, it is found that consumers’ bad reviews mainly focus on:

Among them, product quality problems including poor filling, crooked threading, easy cracking, not warm, poor zipper use and other product quality problems are the hardest hit areas of sellers’ bad reviews. Sellers can optimize their products in the following ways:

-Non-factory sellers can seek factory cooperation in the down jacket industrial belt with strong productivity, such as factories in Jiangsu, Jiangxi, Zhejiang, Liangguang, Anhui and other industrial clusters; Factory-type sellers, under the condition that the price of upstream raw materials is rising and the productivity growth rate is slowing down year by year, should improve product research and development capabilities and pay attention to micro-innovation;

-The detail page explains the size and error range of the product, so as not to bring excessive expectations to consumers;

– Prepare goods in advance, deliver goods in time, and give consumers a reasonable explanation if there are force majeure factors that cause delivery delays;

-Within the scope of compliance, efficient after-sales.

5. Supply chain

In the 1688 cross-border exclusive supply section, women’s down jackets are used as search keywords, with a total of 251277 related products, and the seller’s preferred price range is as follows:

It can be seen that the price of 108.4 yuan – 488.29 yuan is the preferred price range of most cross-border sellers when purchasing women’s down jackets.

China is the world’s largest production base for down jackets, and from January to October 2021, exports of processed feathers, down and their products, and artificial flowers, including down jackets, reached 6,649,263 million yuan, according to data from the General Administration of Customs. At this stage, domestic down production and processing are mainly concentrated in Zhejiang, Liangguang, Anhui, Henan and other provinces. Sellers can go to Changshu City, Jiangsu Province (100 billion-level industrial belt, with certain industry competitiveness and complete industrial chain; With more than 11,000 registered trademarks for autumn and winter clothing, the characteristic industrial cluster Suzhou Down Jacket Characteristic Industrial Base is set up in Changshu), Pinghu City, Zhejiang Province (according to data provided by the Pinghu Garment Industry Association, from January to October this year, the sales of Pinghu down jackets reached 27 billion yuan, and it is expected to exceed 35 billion yuan in 2021, a year-on-year increase of 17%, with sufficient production capacity) and other regions to purchase or negotiate cooperation.

[This report is provided by

Hugo’s Official Category Report Group

Original release, for communication reference only, infringement must be investigated]

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