This week we are looking at the category “Sports” on Amazon DE.

The category covers everything you need, from apparel through to hardware for any kind of sports activity.

Due to the broad range of different sports activities, the category covers all seasons and the sales trend is quite stable throughout the year.

Nevertheless, we see a slight sales increase during spring & summer time, a slight decrease in autumn – typically in September & October – and a clear peak at the end of the year.

Q2 & Q3 2020 were bad quarters for many local sporting goods manufacturers around the world.

At the same time, online sporting goods sellers show increased sales, due to increased private sports activities, driven by home office, reduced personal contacts and closure of gyms. On Amazon DE sales increased by 35% in 2020 compared to 2019.

In contrast, international sporting goods manufacturers currently announce tremendous yoy revenue increases in Q1 & Q2 2021, while yoy sales increase on Amazon is down to roughly 20% ytd.

Especially since the beginning of June, sales went down to the level of 2020.

This slow down of yoy sales increase is a behavior we see in other categories too.

*metoda original research

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