Let’s have a look at the category “Baby” on Amazon DE and how sales developed throughout 2019, 2020 and 2021.

At the beginning of 2020 yoy sales increased by about 20%.

The COVID-19 pandemic pushed sales in this category, resulting in a total yoy increase by slightly above 30% for the whole year.

2019 and 2020 sales numbers show a positive trend throughout the years, i.e. purchases grew steadily, reaching a peak in Q4.

2021 shows a different trend:

  • 2021 sales started with a 50% yoy increase in January, but are declining since February, with another steep decline last week.
  • Ytd 2021 sales increased by about 25% yoy, showing that sales are actually following a negative trend.

Although Germany had the highest birth rate in March 2021 for the past 20 years, this doesn’t seem to influence Amazon sales in the category “Baby”.

It’s interesting to see if the negative trend will continue throughout the rest of the year, or if numbers increase again in the second half of the year.

Interested in more details & individual analyses?

*metoda original research

Sales Development is powered by metoda Consulting & Market Genius data.