Market Insights Series: Amazon’s Advance – The Battle of Batteries

Market Research Analyst

Amazon owns most of the online market’s “shelf space,” and is leveraging this in an attempt to gain market share for its own branded products. In this four-part series, we dive into the three categories where Amazon products are booming. Our first is a look into the online battery category from September 2015 – August 2016 and the role that Amazon’s battery brand, AmazonBasics, plays within it.

Amazon dominates the estimated $113 million online battery market. Not only do 94% of online battery purchases happen on Amazon sites, but Amazon’s brand, AmazonBasics, accounts for almost one-third of online battery sales amongst the top 10 brands. In fact, AmazonBasics’ 48-Pack of AA Alkaline batteries is the most popular item in the category. AmazonBasics shows no signs of slowing down in this category with 93% year over year growth and a conversion rate that is 1.5 times greater than the category average.

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