Industry marketing
Health and Personal Care Marketing
The health and personal care (HPC) category has achieved material growth over the past two years, and is projected to continue expanding until at least 2026.1 At Amazon, the health and personal care category consists of nutrition and wellness, healthcare, baby products, household, medical supplies and equipment. Learn how audiences can discover your products and stay top of mind for customers with the help of Amazon Ads solutions.
Understanding the health and personal care industry today
The consumer package goods (CPG) industry, which includes the health and personal care category, has grown at a rate of 2.7% between 2020 and 2021.2 As the industry continues to grow, your brand has the opportunity to drive awareness, consideration and conversion with Amazon Ads solutions.
Health and personal care marketing by the numbers
CPG and Grocery brands that used three or more Amazon Ads solutions saw on average a 50% repeat customer growth compared to brands that paired together one or two ad types.4
41% of CPG and Grocery brands observed an increase in repeat sales growth when engaging with shoppers through Streaming TV ads.5
Challenges facing health and personal care brands
Adapting to omnichannel retail
Many CPG advertisers want to adopt an omnichannel approach. While according to a third-party study conducted by IRI in 2020, online media, including streaming TV ads, streaming audio ads, social media, and retail media, influence 77% of retail decisions, 90% of CPG purchases are still made at brick-and-mortar stores.6 Brands may consider adapting their advertising strategies to better reach their desired audiences along their path to purchase.
More brands for shoppers to consider
Consumers have more health and personal care product options than ever before.7 Brands can develop marketing strategies that help them not just stand out, but also stay top of mind for customers.
Earning customer trust during periods of inventory challenges
It can be challenging to navigate an effective advertising strategy that reaches audiences while earning their trust when brands experience “high inventory challenges”. At Amazon Ads we define a high inventory challenge as category ASINS that are out of stock for two or more days in a week.
How brands can reach shoppers with an always-on strategy
When brands face high inventory challenges, they may approach their advertising strategies in different ways. Amazon Ads analyzed three key approaches that brands may choose, to measure the advertising impact on lift in units sold following high inventory challenges
No advertising
ASINs that did not have any Amazon Ads support either during the high inventory challenge stage or when brands began to see improvement in inventory.
Advertising only in the recovery stage
ASINs that did not have any Amazon Ads support during their inventory challenges stage but did have Amazon Ads support when brands began to see inventory improvements in the immediate four weeks following high inventory challenges, also known as the recovery stage.
Always-on advertising
ASINs with Amazon Ads support during “high” inventory challenges stage and later in recovery stage.
Josh Ripps, CPG Lead at Amazon AdsPeriods of low inventory can be used to build brand awareness and customer loyalty with upper-funnel solutions. Later, when a brand’s inventory enters the recovery stage, lower-funnel solutions can be activated to drive conversion.
Household
Household brands that had Amazon Ads support in the recovery stage observed 15.9X lift in units sold compared to brands that had an inconsistent approach in the same time period.8
Household brands that had an always-on advertising strategy observed on average a 15.0X increase in units sold during the recovery stage compared to brands that did not have an always-on strategy.9
74% of household brands leveraged more than one Amazon Ad product during recovery stages.10
Household brands that used four Amazon Ad solutions saw a 77% sales growth lift compared to brands that used less than three solutions.11
Nutrition and wellness
Nutrition and wellness brands that had Amazon Ads support in the recovery stage observed 8.4X lift in units sold compared to brands that had an inconsistent approach in the same time period.12
Nutrition and wellness brands that had an always-on advertising strategy observed on average a 10.6X increase in units sold during the recovery stage compared to brands that did not have an always-on strategy.13
On average 77% of health and wellness brands leveraged more than one Amazon Ad product during recovery stages.14
Nutrition and wellness brands that used four Amazon Ad solutions saw on average an 85% sales growth lift compared to brands that used less than three solutions.15
Baby products
Baby product brands that had Amazon Ads support in the recovery stage observed 43.1X lift in units sold compared to brands that had an inconsistent approach in the same time period.16
Baby product brands that had an always-on advertising strategy observed on average a 59.1X increase in units sold during the recovery stage compared to brands that did not have an always-on strategy.17
On average, 46% of baby product brands leveraged more than one Amazon Ad product during recovery stages.18
Baby product brands that used four Amazon Ad solutions saw on average an 83% sales growth lift compared to brands that used less than three solutions.19
Healthcare
Healthcare brands that had Amazon Ads support recovery stage observed 17.6X lift in units sold compared to brands that had an inconsistent approach in the same time period. 20
Healthcare brands that had an always-on advertising strategy observed on average a 76.1x increase in units sold during the recovery stage compared to brands that did not have an always-on strategy. 21
On average, 72% of healthcare brands leveraged more than one Amazon Ad product during recovery stages. 22
Healthcare brands that used four Amazon Ad solutions saw on average a 77% sales growth lift compared to brands that used less than three solutions. 23
Medical supplies and equipment
Medical supplies and equipment brands that had Amazon Ads support in the recovery stage observed 52.6X lift in units sold compared to brands that had an inconsistent approach in the same time period. 24
Medical supplies and equipment brands that had an always-on advertising strategy observed on average a 52.8X increase in units sold during the recovery stage compared to brands that did not have an always-on strategy. 25
On average, 40% of medical supplies and equipment brands leveraged more than one Amazon Ad product during recovery stages. 26
Medical supplies and equipment brands that used four Amazon Ad solutions saw on average a 73% sales growth lift compared to brands that used less than three solutions. 27
How Amazon Ads is helping health and personal care marketers reach and engage audiences
Health and personal care advertising tips
Running Streaming TV ads with Amazon Ads means that you get access to shopping, beauty, and lifestyle audiences that you can’t access with any other media provider. You also have the opportunity to reach cord-cutters and cord-nevers who use Fire TV devices.
Livestream can help connect brands with shoppers in real-time and in interactive ways. You can use livestreaming solutions through Amazon Live and Twitch, and work with trusted creators and influencers to showcase your brand to an engaged audience.
Amazon Ads can help you build a near-market strategy centred on aligning CPG promotions with your customers’ interests and seasonal tent pole moments. For example, Amazon DSP can help your brand introduce relevant product offerings to audiences anywhere customers spend their time. Also, with audio ads you can connect with audiences during screen-free moments.
1 Consumer Health in the U.S., Euromonitor, October 2021, USA
2 E-Marketer, February 2022
4–5 Amazon internal, 1/6/2021 – 31/5/2022, US.
* ASINs with minimum of 4 weeks and maximum of 13 weeks of continuous ‘high’ inventory challenges were considered for this analysis
6 IRI, E-Commerce Opportunities: What, When and How to Achieve Growth in the Digital Space, Statista, May 2020
7 Amazon internal, 2021 Q1
**Lift is calculated as percentage increase in average units sold in the recovery stage versus average units sold during the high inventory challenge stage
8–10 Amazon internal, 2022, US
11 Amazon internal, Jan 2021 – Dec 2021, US
12–14 Amazon internal, 2022, US
15 Amazon internal, Jan 2021 – Dec 2021, US
16–18 Amazon internal, 2022, US
19 Amazon internal, Jan 2021 – Dec 2021, US
20–22 Amazon internal, 2022, US
23 Amazon internal, Jan 2021 – Dec 2021, US
24–26 Amazon internal, 2022, US
27 Amazon internal, Jan 2021 – Dec 2021, US