{"id":99122,"date":"2021-11-08T18:49:17","date_gmt":"2021-11-08T18:49:17","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=99122"},"modified":"2025-10-21T14:19:51","modified_gmt":"2025-10-21T14:19:51","slug":"amazon-brands-q3","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/ecommerce\/amazon-insights\/amazon-brands-q3\/","title":{"rendered":"Fastest-Growing Brands on Amazon Q3 2021"},"content":{"rendered":"

Revenue grew nearly 6% across Amazon categories<\/a> reaching $85.4 billion in the third quarter (July – September). To determine the top Amazon brands and the consumer behavior<\/a> driving their growth, our industry managers used data from Shopper Intelligence<\/a>, our eCommerce solution, to analyze the fastest-growing brands based on quarter-over-quarter (QoQ) revenue growth in top Amazon categories. Read on to see which brands and related products are capturing consumer attention, and leave with some learnings for your holiday season strategy.<\/p>\n

Consumer Electronics<\/h2>\n
    \n
  1. Philips Hue (+401.4%)<\/li>\n
  2. Kyocera (+275.2%)<\/li>\n
  3. Noot Products (211.8%)<\/li>\n
  4. Roccat (+139.1%<\/li>\n
  5. PNY (+133.2%)<\/li>\n<\/ol>\n

    Insights<\/strong><\/p>\n

    1. \u00a0Smart lighting shines brightest<\/strong><\/h3>\n

    With revenue rising over 400% in Q3, Philips Hue<\/strong> is both the fastest-growing electronics brand and the fastest-growing across top Amazon categories. Consumers are searching for its smart lights by name \u2013 branded searches composed 85% of search clicks, more than the other top five electronics brands. With nearly 60% of branded search clicks, Roccat is the closest contender for brand recognition.<\/span><\/p>\n

    To boost their own rankings, Philips Hue\u2019s competitors, like Kasa Smart and LIFX, may want to bid on Philips Hue branded terms.<\/span><\/p>\n

    \"Top<\/p>\n

    2. Consumers get computer gaming literate<\/h3>\n

    Non-branded gaming PC-related searches rose 62% year-over-year (YoY), reflecting an increased literacy of components. Searches for the latest components, like \u201cryzen 7,\u201d \u201cRTX 3080,\u201d and \u201c32gb ram gaming laptop,\u201d grew by more than 500% while searches for related peripherals, like mice and keyboards, also climbed 15% YoY.<\/p>\n

    This shopper behavior helped propel the growth of gaming peripherals brand Roccat, fourth place, and gaming PC component brand, PNY<\/strong>, fifth place. It also shows shoppers are turning to lesser-known manufacturers to get ahold of top products amid shortages from household names like Nvidia<\/strong>.<\/p>\n

    3. Supply chain shortages are Nintendo\u2019s gain<\/h3>\n

    Shortages also helped drive Nintendo\u2019s<\/strong> revenue to rise 120% to reach sixth place. Specifically, the wide unavailability of PS5 and Xbox Series X gaming consoles prompted the brand to ship 700,000 Nintendo Switch consoles this year. By owning 75% of software revenue on the console, it scored an additional $112 million, while Sony accounts for just 13% of software sales for PlayStation 4.<\/p>\n

    Circumstances continued to favor Nintendo throughout 2021, when it raked in $432 million in revenue in the first three quarters, surpassing both Xbox and Playstation at $193 million and $214 million respectively, and proving the positive impact the shortage ended up having on the brand.<\/p>\n

    4. Kids’ headphones are back-to-school essentials<\/h3>\n

    Back-to-school season helped drive 211% growth of Noot Products<\/strong>, which specializes in children\u2019s headphones, one of Q3\u2019s most in-demand items. During this period, searches for “kids headphones” increased 125% QoQ.<\/p>\n

    Noot Products\u2019 revenue growth exceeded that in Q3 last year (182%), showing that factors beyond seasonality drove growth.<\/p>\n

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    See more of the fastest-growing electronics brands<\/p>\n

    Get the top 10 brands on Amazon<\/p>\n

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    Toys & Games<\/h2>\n
      \n
    1. Bluey (+134.4%)<\/li>\n
    2. Kotobukiya (+103.3%)<\/li>\n
    3. Yu-Gi-Oh! (103.1%)<\/li>\n
    4. Temi (+99.5%)<\/li>\n
    5. Tamagotchi (+91.5%)<\/li>\n<\/ol>\n

      Insights<\/strong><\/p>\n

      1. Screentime opens up merchandising opportunities<\/h3>\n

      Many hours of screen time over the past two years helped foster children\u2019s strong affinity for entertainment and gaming characters. As such, the demand for related toys and games grew. Amazon\u2019s fastest-growing brands reflect the intertwining of toys with entertainment.<\/p>\n

      Bluey<\/strong>, named after an animated children\u2019s show soared 135% to the number one spot, followed by Kotobukiya<\/strong>, which manufactures TV, movie, and video game figurines, then Yu-Gi-Oh<\/strong>, which makes toys based on a Japanese gaming series.<\/p>\n

      The continued intertwining of toys and entertainment presents bright opportunities for digital productions to tailor their merchandising strategies accordingly. They can also use Amazon\u2019s marketplace to make these products more discoverable to consumers, investing in Amazon PPC<\/a> and Amazon SEO<\/a>, particularly during seasons when toys are in high demand, like the holidays.<\/p>\n

      Despite being Amazon\u2019s fastest-growing toy brand in Q3, traffic for the keyword \u201cBluey toys\u201d to amazon.com<\/a> declined nearly 3% at the same time, and even more so for nine out of the top 10 websites with the most traffic share<\/a> for the term.<\/p>\n

      Bluey.tv<\/a>, the D2C site, was the only website in the top 10 websites gaining traffic (66%) for the term during this time period, showing that consumers are increasingly turning directly to entertainment brands, rather than large retailers, for their favorite products<\/strong>.<\/p>\n

      \"Keywords<\/p>\n

      2. Shopping earlier to prepare for shortages<\/h3>\n

      In September, Bluey generated $2 million in revenue on amazon.com, surpassing December 2020 levels by $600,000. Kotobukiya, with $4.2 million, also earned more in September than at the height of the holiday season. Even if they did not surpass December 2020 levels, revenue for other fastest-growing toy brands clearly did start creeping up in August.<\/p>\n

      This trend indicates that consumers started their holiday shopping earlier to prepare for toy shortages<\/a> of the most sought-after brands deeper into the holiday season.<\/p>\n

      \"Benchmark<\/p>\n

      Beauty & Personal Care<\/h2>\n
        \n
      1. NNPCBT (+73.0%)<\/li>\n
      2. Aquasonic (71.5%)<\/li>\n
      3. BUYWOW (+68.6%)<\/li>\n
      4. Chapstick (+66.6%)<\/li>\n
      5. Arm & Hammer (+58.7%)<\/li>\n<\/ol>\n

        Insights<\/strong><\/p>\n

        1. Still cool to cover face<\/h3>\n

        Despite vaccine distribution to the majority of Americans and the lifting of mask mandates, the fastest-growing brand, NNPCBT<\/strong>, specializes in black, disposable face shields. Its 73% growth indicates continued high consumer demand<\/a> for protection against the virus in Q3 \u2013 we suspect due to late summer outbreaks of the Delta variant.<\/p>\n

        2. Keep smiling, keep covering<\/h3>\n

        Shoppers still want a top-notch smile behind the mask. Revenue for Aquasonic<\/strong>, which makes electric toothbrushes, grew 71.5%, helping it snag second place.<\/p>\n

        Top products for Arm & Hammer<\/strong>, ranked fifth, also ensure pearly whites. In order of revenue, top-sellers include:<\/p>\n