Amazon Drives Consumer Tech Growth Amid Flat Retail Market

SALT LAKE CITY, July 11, 2017 /PRNewswire/ — Despite 2016’s lackluster total retail sales in Consumer Electronics (down 3%) and Video Games (up 1%), Amazon saw respective 11% and 20% year-over-year growth rates in 2016, according to eCommerce analytics firm One Click Retail. Amazon captured 16% of the total US domestic Consumer Electronics market in 2016 worth $74 billion, bundled its way to owning almost 7% of the $30+ billion US Video Games market, and grew their Robotic Toy sales by 40% to climb into the top selling Toy category.

Consumer Electronics

One Click Retail’s Consumer Electronics report reveals that, despite negative to flat growth in recent years, the global consumer electronics industry seems to be in recovery, driven almost exclusively by Amazon. In the US, consumer electronic sales on Amazon rose 20% in 2016 to $12 billion. In Germany, CE sales on Amazon increased 15% year-over-year to €1.5 billion. And the first quarter of 2017 has shown no signs of slowing down: Amazon CE sales in the UK have grown 15%, compared with Q1 2016, to a record-setting £340 million.

Video Games

OCR’s Video Games report finds that in 2016 PlayStation 4 sold more than $320 million on Amazon for hardware, consoles and accessories; whereas Xbox One hardware and console sales on Amazon topped $185 million. Sony and Microsoft also experienced some major success on Amazon by focusing on smart packaging: four of the top six best-selling items were bundles.

Robotics Toys

One Click Retail’s report on Robotic Toy sales on Amazon reveals that Robotic Toys grew by 40% to climb into the top 25 Toy categories on Amazon.com last year, with total sales in excess of $25 million. The category spans a variety of Toy sub-categories from Vehicles and Boys Role Play to Learning & Explorations, as well as the broader Drone category.

“Our data proves Amazon’s commitment to being a major force in all consumer tech markets, from household tech staples like Amazon Echos, Roombas and Security Systems, to ‘past-time’ devices like gaming consoles, Cozmo the A.I. robot and GoPros,” says Spencer Millerberg, One Click Retail CEO. “In 2016, gadgets were the star of the show on Amazon.com. In 2017, for brands to remain as intelligent as the device they produce, they need to be focusing their retail strategies on online marketplaces like Amazon if they expect to take the online consumer tech buying trend by storm.”

Methodology

One Click Retail uses a combination of website indexing, machine learning and proprietary software to estimate weekly online sales figures at the SKU level on Amazon.

About One Click Retail

One Click Retail is a market leader in eCommerce data measurement, sales analytics and search optimization for brand manufacturers in North America, Europe and Asia. Thanks to their proprietary sales calculations that are 98.5% accurate down to the SKU level, OCR’s accuracy is unrivaled in the marketplace.

The OCR Product Suite provides 1st and 3rd party business intelligence across the 30 largest retailers such as Amazon, Walmart, Target, Staples and Home Depot. The world’s top brands, such as Procter & Gamble, Panasonic, Nestle, Hamilton Beach and HP, rely on OCR insights to drive sales and profitability across eCommerce.

One Click Retail was acquired by Ascential plc in 2016.

For more information, visit the company’s website, www.oneclickretail.com, and visit One Click Retail on Twitter and LinkedIn.

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