Yesterday we shared some interesting insights about the sales development of the category “DIY” on Amazon DE: Sales increased by more than 50% yoy in 2020 and by another 60% ytd in 2021.
One of the largest sub-categories in “DIY” on Amazon are “Power Tools”. Therefore let’s deep dive into the bestseller category “Bohrmaschinen”:
This category is one of the most popular ones in power tools and more than 70% of the German population owns at least one of these machines.* It is safe to say that this category is quite consolidated: The top three brands account for 70% of the market.
The top brand is the well-known Germany-based manufacturer BOSCH, owning 42% / 84% of the market regarding orders / revenue. BOSCH includes the two brands Bosch & Bosch Professional as well. The latter accounts for 53% of orders and 75% of revenue of the brand BOSCH in this category. Makita and Einhell are holding position two and three with regards to orders and revenue. Makita has a higher market share in terms of revenue due to higher sales prices of their products.
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