Competition Analysis of Adidas Products on Amazon

BURLINGTON, Mass. - March 3, 2020 - PRLog -- GrowByData has collected and monitored Amazon sellers' daily price offers for 36,204 Adidas products for the past six months. For our competition analysis, we identified approximately 3,268 sellers of Adidas products on the international e-commerce site. The graph below (Fig 1) lists the top 10 sellers that currently have the highest number of Adidas products for sale. Amazon.com (Seller) sells the most (61%) Adidas-brand products. It is followed by ESW Enterprises (28%) in second place. Zappos, which has been acquired by Amazon, is also in the top 10 list and occupies the eighth position. If you sell Adidas products and services on Amazon, these will be your top competitors.

The competition data analysis shows that the Adidas brand is highly competitive on the Amazon sales platform. Among the 3,268 of total sellers, only 1,870 sellers on average are competing daily. The sellers, however, are competing with a standard deviation of 72. This identifies the enormous fluctuation of the sellers' availability within this market. It also implies a high demand for the Adidas brand: many sellers regularly enter into and leave the Adidas-brand market, likely due to depleted stock. These data show that the Adidas brand is in high demand, making it a very competitive brand in the market with a fair share of both opportunities and threats for sellers.

In order to compete, sellers will need a highly competitive price strategy. The data show that about 17% (on average) Adidas sellers are making price changes on a daily basis. As shown in the graph above (Fig 2), the number of sellers that are actively price competitive is also increasing. During the six-month analysis period, a total of 2,428,931 price changes were recorded. Out of the total recorded price changes, 61% prices were lowered and 38% prices were raised. This indicates price intelligence and dynamic pricing in action for Adidas products. In order to maximize their revenue, sellers are monitoring competitors' prices on a daily basis and taking every opportunity to raise prices. The graph below (Fig 3) shows daily total price changes and the percentage of price lowered and the price raised actions. Sellers on average made 14% daily price changes.
You can read the full blog on https://growbydata.com/competition-analysis-of-adidas-product-on-amazon/.