How Much Growth Did Amazon’s House Brands Sales See Thanksgiving Week?

We at Edison Trends examined Amazon’s house of brands to determine how its labels have fared in sales throughout this year compared to last year.

Looking at brands including AmazonBasics, Amazon Essentials, Amazon Elements, Buttoned Down, Franklin & Freeman, Lark & Ro, Pinzon and Scout & Ro, reveals that all brands combined order volume peaked on Cyber Monday compared to other days of Thanksgiving week.

Comparing Normalized Order Volume Among Amazon Brands of Thanksgiving Week 2017 (November 21-27, 2017)

Figure 1: The data shown is based on anonymized and aggregated e-receipts from a national sample of more than 2.7 million Edison users in the United States.

Compared to last year, all Amazon house brands combined total order volume increased on Thanksgiving week this year.

Comparing Normalized Order Volume Among Amazon Brands of Thanksgiving Week 2016 and 2017

Figure 2: Among Amazon’s house brands, Amazon Basics, Amazon Elements, and Amazon Essentials saw an uptick in order volume throughout Thanksgiving week.

Amazon Basics Normalized Order Volume- November 21-27, 2017
Amazon Elements Normalized Order Volume - November 21-27, 2017
Amazon Essentials Normalized Order Volume - November 21-27, 2017

Additionally, Q3 2017 was the strongest performing quarter of the year so far for all of the brands’ combined total % purchase order volume as well as combined total unique shoppers, with the yet unfinished Q4 shaping up to likely be the strongest of the year.

Normalized % Total Purchase Order Volume Across Amazon's House Brands by Quarter
Normalized % of Total Unique Shoppers Across Amazon's House Brands by Quarter

Figure 5: Please note data includes quarters ranging from Q4 2016 (October - December) through Q3 2017 (July - September).

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