In the world of household appliances, two prominent brands, Shark and Dyson, have established themselves as pioneers in the vacuum cleaner category. While they have been leading forces in this realm for years, both companies have recently expanded their product offerings, venturing into the realm of hair care with the Dyson Airwrap and the Shark FlexStyle. This bold move has allowed them to tap into new markets and opened the door to significant growth in their overall Amazon market share.
In this week’s Amazon Market Watch, we’ll dive into the success stories of Shark and Dyson and explore the role of TikTok in their triumph. We’ll also unravel the performance of other top contenders in the Amazon market, from household names like Revlon, Roomba, Bissell, Conair, and Black & Decker to rising stars like Tineco, Revair, and Eufy.
From Vacuum Titans to Hair Care Conquerors: Shark and Dyson’s Remarkable Expansion and Amazon Performance
Hair care appliances, specifically hair dryers, provided the perfect avenue for Shark and Dyson to expand their reach beyond the vacuum market. By leveraging their engineering expertise and large customer base, both brands introduced hair dryer diffusers that quickly gained popularity among professional hairstylists and consumers alike.
The Shark FlexStyle commands its domain as the unchallenged “#1 Best Seller” in the Hair Dryer Diffusers category on Amazon, achieving an astounding revenue surge of 1,797% over the past 6 months.
In parallel, the Dyson Airwrap makes an impressive mark as the coveted “#1 New Release” in the Hair Curling Irons category on Amazon, with a 76% revenue increase over the same 6-month period.
These performance insights showcase the success of expanding to new markets and the consumer appeal of both the Shark FlexStyle and the Dyson Airwrap, elevating them to the forefront of the Hair Dryer category.
Overall Brand Performance on Amazon
*This chart represents data from January 1 – June 30, 2023, compared to January 1 – June 30, 2022.
Dyson’s revenue in the first half of 2023 skyrocketed by 210% YoY. Not to be outdone, Shark’s revenue for the same period reached an impressive YoY growth of 175%. The picture is equally remarkable when it comes to unit sales. Dyson witnessed a YoY unit sales change of 162%; meanwhile, Shark’s unit sales soared, showcasing a YoY growth of 198%.
Amazon Keyword Search Volume: Dyson vs Shark
Dyson and Shark Keywords
Q1 & Q2 2023 Search Totals
dyson cordless vacuum
dyson hair dryer
shark cordless vacuum
shark hair dryer
shark robot vacuum
shark vacuum cleaner
dyson vacuum cleaner
dyson hair dryer airwrap
shark vacuum cordless
shark cordless vacuum cleaner
shark rocket vacuum
vacuum cleaner shark
shark robot vacuum cleaner
shark handheld vacuum
shark vacuum attachments
shark vacuum robot
shark handheld vacuum cordless
shark stick vacuum
cordless vacuum cleaner shark
dyson supersonic hair dryer
shark cordless stick vacuum
shark blow dryer
dyson hair dryer attachments
shark lift away vacuum
dyson airwrap hairdryer
In the fierce battle for consumer attention on Amazon, search volume for brand-related keywords is an important metric. Dyson and Shark command significant search volumes for their products. “Dyson cordless vacuum” and “Dyson hair dryer” were searched 1,910,924 and 1,653,277 times over the last 6 months, respectively. On the other side, Shark’s “Shark vacuum” and “Shark hair dryer” drew 2,669,107 and 478,461 searches, respectively.
The Role of TikTok in Dyson and Shark’s Amazon Success
In today’s digital age, social media platforms play a pivotal role in brand promotion and consumer engagement. One platform, in particular, has profoundly impacted the success of Shark and Dyson’s hair dryers: TikTok. With its massive user base and influence, TikTok has become a driving force in shaping consumer trends and preferences on ecommerce platforms worldwide.
Shark and Dyson strategically harnessed the power of “going viral” on TikTok, collaborations with influencers, and user-generated content to create buzz around their hair dryers. The popularity of TikTok’s platform and its ability to showcase the products’ features resulted in a surge of consumer interest. As a result, these brands witnessed significant growth and recognition in the Beauty & Personal Care category on Amazon.
#Dysonairwrap 4.7B views on TikTok
Amazon revenue is up 103% over the last 3 months
#Sharkflexstyle 329M views on TikTok
Amazon revenue is up 62% over the last 3 months
#Dysonvsshark 22.4M views on TikTok
Comparing these two tools has become a popular trend among influencers and bloggers. Some of the callouts among reviewers include:
Shark FlexStyle: Generally, it tends to be more budget-friendly than the Dyson Airwrap, making it a popular choice for those seeking an affordable hair dryer diffuser.
Dyson Airwrap: Considered a premium hair styling device with advanced technology and a higher price point, making it a luxury choice for those willing to invest in a high-end multi-styling tool.
Attachments and Styling Options
Shark FlexStyle: Comes with diffuser attachments specifically catered to enhancing curls and defining wavy hair, providing limited styling options compared to the Dyson Airwrap.
Dyson Airwrap: Offers a versatile range of attachments, including barrels for curls, smoothing brushes, and volumizing brushes, enabling users to achieve various hairstyles and hair textures.
Shark FlexStyle: Often praised for its compact and lightweight design, making it a convenient option for travel or on-the-go use.
Dyson Airwrap: Although versatile, the Dyson Airwrap may be bulkier than the Shark FlexStyle, potentially affecting its portability.
Ease of Use:
Shark FlexStyle: Reviewers often highlight the simplicity and user-friendly design of the Shark FlexStyle, making it easy to use for everyday styling.
Dyson Airwrap: Some users mention a learning curve when first using the Dyson Airwrap due to its multiple attachments and settings, but appreciate the versatility it offers once they become familiar with it.
The Battle of Categories: Vacuum Cleaners vs. Hair Dryers on Amazon
The vacuum cleaner and hair dryer categories on Amazon have experienced substantial growth, indicating the popularity and demand for these essential household appliances. The overall revenue in the Hair Dryer category on Amazon is up 43%, and unit sales are up 30%, while the overall revenue for the Vacuum Cleaner category is up 50%, and unit sales are up 34%.
Amazon Keyword Search Volume: Vacuums vs Hair Dryers
Q1 & Q2 2023 Amazon Search Totals
cordless vacuum cleaner
vacuum cleaner carpet and floor
blow dryer brush
diffuser hair dryer
While both the hair dryer and vacuum cleaner categories show significant growth and consumer interest on Amazon, it’s evident that the vacuum cleaner category has a slightly higher overall revenue and unit sales increase. The search data also indicates a higher volume of searches for vacuum cleaners than hair dryers, with “vacuum cleaner” being the top generic keyword.
These market insights suggest that vacuum cleaners have a slightly higher popularity and consumer demand on Amazon. However, the hair dryer category should not be overlooked, as it continues to attract significant consumer attention and purchases, as proven by brands like Shark and Dyson.
Challenging the Titans: Competitors in the Vacuum and Hair Dryer Categories
While Dyson and Shark have achieved remarkable success in both the vacuum cleaner and hair dryer markets, it’s important to acknowledge the presence of other strong competitors vying for their share of the market. Brands such as Revlon, Roomba, Bissell, Black & Decker, Tineco, Revair, Conair, and Eufy have been making strides to challenge the dominance of Dyson and Shark.
Revlon, a renowned name in the beauty industry, has made a significant impact with its line of hair dryers. Leveraging their expertise in hairstyling, Revlon offers affordable and reliable hair dryers with a focus on meeting the needs of everyday consumers.
Revenue for this Revlon hair dryer is up a whopping 2,122% over the last 6 months.
Revenue for this Revlon hair dryer is up 100% over the last 6 months.
Revlon Hair Dryer Quick Stats:
The median price for Revlon hair dryers is up 11% YoY.
The average review count for Revlon’s hair dryer listings is up 64% YoY.
Several third-party sellers are participating in the sales of Revlon hair dryers. Halmark Beauty owns 30% of the market share, Amazon.com owns 30%, and LY Berditchev Co. owns 22% of the market share for 3P sales of Revlon hair dryers.
Roomba, a subsidiary of iRobot, has carved out a niche for itself in the robotic vacuum market. By developing advanced technologies and incorporating smart features, Roomba offers automated vacuum cleaners that cater to the needs of busy households.
The revenue for this iRobot Roomba Robot Vacuum is up 4,039% over the last 6 months.
The revenue for this iRobot Roomba Robot Vacuum is up 110% over the last 6 months.
iRobot Roomba Vacuum Cleaner Quick Stats:
Several third-party sellers are participating in the sales of iRobot robotic vacuum cleaners. Woot owns 36% of the market share, Ultra Design owns 13%, and Corner Store Outlet owns 7% of the market share for 3P sales of iRobot robotic vacuum cleaners.
The median price for Roomba vacuum cleaners is down 7% YoY.
The average review count for Roomba vacuum cleaner listings is up 6% YoY.
Bissell, a trusted name in the cleaning industry, has successfully ventured into both the vacuum cleaner and carpet cleaner markets. They offer a wide range of products, including upright and handheld vacuums designed to tackle various cleaning tasks.
Revenue for this Bissell Little Green Multi-Purpose Portable Carpet Cleaner is up 246% over the last 6 months.
Revenue for this Bissell vacuum cleaner is up 100% over the last 6 months.
Bissell Vacuum Cleaner Quick Stats:
The revenue for Bissell vacuum cleaners is up 28%, while unit sales are up 14% YoY.
The median price for Bissell vacuum cleaners is up 2% YoY.
The average review count for Bissell vacuum cleaner listings is up 22% YoY.
Black & Decker
Black & Decker, a household name in the power tool industry, has expanded its reach into the vacuum cleaner market. With a focus on cordless technology and lightweight designs, Black & Decker offers convenient and maneuverable vacuum cleaners that appeal to customers seeking portability and ease of use.
Revenue for this Black & Decker Cordless Stick Vaccum is up 72% over the last 6 months and currently holds the “Amazon’s Choice” badge in the Stick Vacuums & Electric Brooms category.
Revenue for this Black & Decker Cordless Handheld Vacuum is up 100% over the last 6 months.
Black & Decker Vaccum Cleaner Quick Stats:
The revenue for Black & Decker vacuum cleaners is up 44%, while unit sales are up 32% YoY.
The median price for Tineco vacuum cleaners is up 4% YoY.
Tineco, a relatively newer player, has gained traction in the vacuum cleaner market with its innovative features and performance-driven products. Tineco’s focus on intelligent technology, high suction power, and ergonomic design has resonated with consumers on Amazon.
Revenue for this Tineco Smart Cordless Wet Dry Vacuum Cleaner is up 1,742% over the last 6 months, which is likely what earned it the coveted “Amazon’s Choice” badge in the in Stick Vacuums & Electric Brooms category.
Revenue for this Tineco Cordless Stick Vacuum Cleaner is up 100% over the last 6 months.
Tineco Vaccum Cleaner Quick Stats:
The revenue for Tineco vacuum cleaners is up 42%, while unit sales are up 57% YoY.
The median price for Tineco vacuum cleaners is down 7% YoY.
Eufy, a subsidiary of Anker, has made significant strides in the vacuum cleaner and hair dryer markets. Known for their affordable yet feature-rich products, Eufy emphasizes efficiency and ease of use. They have successfully tapped into the growing demand for robot vacuums and offer hair dryers that balance functionality and affordability.
The revenue for this Eufy Robot Vacuum Clean with Base is up 434% over the last 6 months.
The revenue for this Eufy Robot Vacuum Cleaner is up 184% over the last 6 months.
Eufy Vacuum Cleaner Quick Stats:
The revenue for Eufy vacuum cleaners is up 26%, while unit sales are up 46% YoY.
The median price for Eufy vacuum cleaners is down 10% YoY.
The average review count for Eufy vacuum cleaner listings is up 5% YoY.
RevAir is a brand that has gained attention with its innovative reverse-air drying technology, revolutionizing the hair drying experience. Rather than using traditional heat to dry hair, RevAir’s vacuum-powered system gently pulls moisture out, resulting in faster drying times.
This RevAir reverse-air dryer is making waves in the market. Their revenue is up 700% YoY, and their unit sales are up 446% YoY.
Conair, a well-established name in the Beauty & Personal Care category, offers a wide range of beauty and grooming products, including hair dryers. With a reputation for affordability and reliability, Conair targets a broad consumer base seeking accessible and functional options.
The revenue for this Conair INFINITIPRO Styling Hair Dryer is up 100% over the last 6 months.
The revenue for this Conair Hair Dryer is up 139% over the last 6 months.
Conair Blow Dryer Quick Stats:
The revenue for Conair blow dryers is up 36%, while unit sales are up 35% YoY.
The median price for Conair blow dryers is up 8% YoY.
The average review count for Conair hair dryer listings is up 38% YoY.
Several third-party sellers are participating in the sales of Conair hair dryers. Galactic Shop owns 37% of the market share, Amazon.com owns 11%, and BuyBoxing owns 9% of the market share for 3P sales of Conair hair dryers.
Amazon Keyword Search Volume for Branded Terms
Q1 & Q2 2023 Search Totals
revlon hair dryer brush blow dryer brush in one
tineco wet dry vacuum
robot vacuum and mop combo
revlon blow dryer brush
eufy robot vacuum
black & decker handheld vacuum
bissell vacuum cleaner
tineco vacuum mop
tineco cordless vacuum
revair hair dryer
black and decker hand vacuum
conair hair dryer
Opportunities for Vacuum Cleaner Brands
Shark and Dyson’s expansion into the hair care industry demonstrates their agility and willingness to explore new territories beyond their product origins. By leveraging the power of social media platforms like TikTok, these brands successfully created awareness, generated excitement, and appealed to a wider audience.
Venturing into new product categories allowed Shark and Dyson to increase their Amazon market share, broadening their overall customer base and driving revenue growth. As other brands consider expanding their offerings, the success stories of Shark and Dyson serve as an inspiration, emphasizing the importance of diversification and adaptability in a rapidly evolving ecommerce market.
Get more insights on the trends and preferences impacting Amazon sales of vacuums and hair dryers this year by downloading our Amazon Health & Household Category Snapshot and our Amazon Beauty & Personal Care Category Snapshot.
More reports on Amazon category and product trends:
The product data in this report is representative of the U.S. Amazon market. Market insights on Amazon products were sourced from Jungle Scout Cobalt, an industry-leading market intelligence, advertising optimization, and ecommerce reporting platform powered by nearly 2 billion Amazon data points. Year-over-year comparison data reflects the period of January 1, 2023 – June 30, 2023, as compared to January 1, 2022 – June 30, 2022.
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