Yesterday we took a look at the sales development of the category “Garden” on Amazon DE. Sales increased by 60% yoy in 2020 and by more than 80% ytd in 2021.

We deep dived further into one of the “Electrical Garden Tools” sections: the bestseller category “Vertikutierer”.

In this subcategory the top three brands account for 45% of the market, meaning that “Vertikutierer” is relatively fragmented, but not too much. Let’s get into more details.

Einhell owns the largest market share in terms of orders (20%), and revenue (21%), followed by AL-KO with a market share of 16% regarding orders and revenue. The third largest brand is WOLF-Garten which holds a market share of 8%. Their significantly lower market share is due to the price level of their products. While they are offering one item below 100€, which to no surprise is their bestseller in this subcategory, the other products are much more expensive.

There is another interesting fact: about 90% of the units sold are electrically operated. The reason behind this might be that petrol operated devices have an avg. price of 3x as high as electrically operated ones.

Do you want to know how strong your brand is within your category on Amazon?