{"id":73457,"date":"2021-05-21T07:39:42","date_gmt":"2021-05-21T07:39:42","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=73457"},"modified":"2025-05-27T13:40:25","modified_gmt":"2025-05-27T13:40:25","slug":"top-cleaning-brands","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/top-cleaning-brands\/","title":{"rendered":"Ranked: Top Cleaning Brands on Amazon in 2021"},"content":{"rendered":"

\u201cSpring cleaning,\u201d is taking on a new meaning. Now, maybe for the first time in more than a year, many shoppers prep their homes for guests. In this post, we\u2019ll use Shopper Intelligence<\/a> data to examine Amazon\u2019s top cleaning brands with the largest unit sales in 2021. We’ll look at the factors propelling their growth and provide tips for CPG brands.<\/p>\n

Amazon household cleaning category at a glance<\/h2>\n

In 2021 (January-April) units sold and conversion rates<\/a> increased for Amazon’s household supply category while revenue and product views are down. Since shoppers can now buy the products they want, when needed, rather than hoard bulk cleaning supplies, they are buying smaller ticket items with lower price points, at a higher frequency.<\/p>\n

Despite changing consumer dynamics, the same cleaning brands reign. Let\u2019s look at (and learn from) who\u2019s ranked highest.<\/p>\n

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1. Lysol cleans up rankings ahead of Clorox<\/h2>\n

Lysol and Clorox, which account for nearly 25% of Amazon\u2019s household cleaning supply revenue, take the number one and two spots for top cleaning supplies two years in a row. However, Lysol is gaining an edge over Clorox.<\/p>\n

While Lysol\u2019s unit sales increased nearly 11%, Clorox declined by 22%, January-April 2021, year-over-year (YoY). Revenue and product views for both brands decreased. However, Clorox endured more losses with a revenue decline of 83% (vs. 44% for Lysol) and product views down 67% vs. 79% for Lysol. These declines align with overall category activity.<\/p>\n

Insight<\/h3>\n

Lysol\u2019s product selection has effectively adjusted to consumer demand<\/a>. For two consecutive years, its fresh, crisp linen spray ranked among the top three category sellers. While last year the most popular offering was a 2 pack<\/a>, priced at $10, this year the single fresh linen spray<\/a>, approximately $4, is the bestseller.<\/p>\n

With in-store shopping rising with vaccine rollouts, consumers are spending less per transaction online, for lesser volume, but making them more frequent (whether online or in stores).<\/p>\n

Takeaway for CPG brands<\/h3>\n

Ensure that your products come in single units, not just bulk or multi-packs. At a lower price point and quantity, it\u2019s easier for shoppers to rationalize buying your products.<\/p>\n

2.<\/b> Green Gobbler gobbles up other household cleaners<\/h2>\n

Green Gobbler, ranked third, climbed from seventh place just one year ago. \u201cGreen\u201d acquisitions helped fuel this growth, including resources for marketing.<\/p>\n

\"Green<\/p>\n

In August 2020, Weiman Products, known for chemical cleaning supplies, acquired Green Gobbler, whose tagline says “safer, stronger, cleaning products.” The year before Carlyle Group, the leading private equity firm, acquired<\/a> Weiman, with greener alternative products among goals. Shortly thereafter, the Green Gobbler acquisition<\/a> was part of a $750 million deal to support Carlyle Group\u2019s environmental, social, and governance (ESG<\/a>) investment strategies.<\/p>\n

We suspect that additional resources helped Green Gobbler ramp up its ad budget, catapulting it to Amazon\u2019s third top household cleaning brand. Green Gobbler\u2019s paid search clicks more than doubled from 2020 to 2021 (176,000, to 390,000).<\/p>\n

Weiman\u2019s paid clicks increased to a lesser extent, signifying that Green Gobbler\u2019s eco-friendly, sustainable brand is more in touch with consumer sentiment and worthy of Carlyle’s investment.<\/p>\n

Takeaway for CPG Brands<\/h3>\n

By expanding offerings to include more eco-friendly products, brands can appeal to increasingly conscious consumers that value sustainability and the environment.\u00a0 Ultimately, shoppers want products that align with their values. Leading investors are also eager to fund these brands.<\/p>\n

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Methodology<\/h2>\n

We pulled the list our list of top cleaning brands using Shopper Intelligence<\/a>, which provides consumer and purchase behavior insights<\/a> on Amazon and other eCommerce marketplaces.<\/p>\n

To learn more about trends in cleaning supplies or other CPG categories, connect with us to schedule a demo. We can also review more reports specific to your product offering.<\/p>\n

\"Schedule<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cSpring cleaning,\u201d is taking on a new meaning. Now, maybe for the first time in more than a year, many shoppers prep their homes for guests. In this post, we\u2019ll use Shopper Intelligence data to examine Amazon\u2019s top cleaning brands with the largest unit sales in 2021. We’ll look at the factors propelling their growth […]<\/p>\n","protected":false},"author":314,"featured_media":79576,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[6602,6189],"tags":[],"class_list":["post-73457","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-insights","category-ecommerce"],"acf":[],"yoast_head":"\nTop Cleaning Brands on Amazon In 2021 | Similarweb<\/title>\n<meta name=\"description\" content=\"Check out the top cleaning brands for 2021 on Amazon and learn from the success of household cleaning brands cleaning up the ranking\" \/>\n<meta name=\"robots\" content=\"max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/top-cleaning-brands\/\" \/>\n<meta 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