The Low Down:The Health and Household Category on Amazon

The Health and Household category is one of Amazon’s largest consumer segments and has shown remarkable growth over the years in the UK and US. For example, in 2023, the category generated over $7 billion just over the holiday season in the US. Amazon themselves have also continued to invest in the category through their own private label brands like Amazon Basics, gaining a large portion of market share in the process. In the UK, this category boasts similar trends to the US, with strong demand for products like supplements, cleaning supplies and personal health products. Consumers also have a preference for health focussed and eco friendly products. 

For both regions, branded search volumes are also high, with about 19% of health related searches including specific brand names (from a JungleScout 2023 report). Customer loyalty however can vary by subcategory, with higher loyalty in subcategories like Baby Care and lower loyalty in vitamins and supplements. This emphasises the importance of Brand Awareness, trust and reputation within the wider category. 

There are many subcategories within this category on Amazon, from vitamins and supplements to household cleaning supplies. However, the top categories we will pay attention to in this breakdown are Household Cleaning Supplies, Diet and Nutrition, Baby Care and Oral and Vision Care, where we will take a look into subcategory and regional variance, and trends and strategies to best support performance on Amazon. 

Household Cleaning Supplies

Consumer Preference and Trends

This subcategory’s popularity grew massively post-pandemic as consumers continue to prioritise cleanliness and sanitation at home. Products such as multi-surface cleaners, disinfecting wipes, and eco-friendly cleaning options are some of the top sellers here, due to increased hygiene awareness and consumer preferences for sustainable products.

Shoppers are often health-conscious, with a growing interest in green products. Popular trends here lean toward green cleaning solutions, driven by consumer demand for environmentally safe products and recyclable packaging.

Products such as cleaning supplies, paper goods and laundry products are household essentials and are also frequently repurchased. Amazon’s bulk and subscription options further encourage recurring purchases by consumers through convenience. 

Big Brands

In the US, Clorox, Lysol, and Mrs. Meyer's lead in household cleaning on Amazon as they offer disinfectants, all-purpose cleaners, and eco-friendly options. Mrs. Meyer's in partciular caters to the rising demand for green cleaning products with biodegradable ingredients and recyclable packaging.

In the UK, Dettol and Ecover are popular. Dettol is well-known for disinfectants and antibacterial sprays and Ecover is a leader in eco-friendly products. These brands align with the UK’s strong reliability on reputation and interest in sustainability and non-toxic cleaners, which also offer plant-based options​.

Ad Strategy

Specific Keyword Targeting: Use Amazon's Sponsored Ads to reach consumers actively searching for cleaning supplies. Target keywords like "eco-friendly cleaner" or "disinfecting wipes," which align with consumer trends and intent.

Emphasis on Sustainability: Highlight eco-friendly aspects, such as biodegradable formulas or sustainable packaging, directly in product descriptions, ads, and on-pack messaging. Since eco-conscious consumers drive this category, showcasing certifications can also improve trust and conversion rates.

Video Ads Showing Product Effectiveness: Video ads on Amazon and social media can show how well products clean or disinfect compared to competitors, building consumer confidence and reinforcing the product’s value across platforms.

Diet and Nutrition

Consumer Preference and Trends

Demand for products like protein powders, vitamins, and herbal supplements has grown steadily as health and wellness becomes more of a focus for consumers in 2024. Top-selling items include protein shakes (e.g., Optimum Nutrition’s Gold Standard Whey) and immunity-boosting supplements.

These consumers value health-conscious living, and trends here lean toward organic, plant-based, and clinically backed supplements. Products featuring collagen, probiotics, and natural ingredients are particularly popular, reflecting a growing interest in holistic wellness and preventative health care​ thanks to access to education and social media influence.

Amazon’s variety also allows customers to try niche brands that suit specialised diets like keto or vegan. Like cleaning supplies, subscriptions are also common here due to the ongoing nature of supplement consumption.

Big Brands

In the US, Nature Made and GNC are among the top brands on Amazon, specialising in multivitamins, protein powders, and other wellness supplements. Nature Made stands out for consumers forit’s products  quality certifications and affordability, catering to consumers looking for both daily vitamins and specific supplements.

In the UK, Holland & Barrett and MyProtein are popular, offering a range of health-focused products from vitamins to sports nutrition. Holland & Barrett’s strong reputation for natural supplements attracts health-conscious UK consumers, while MyProtein is favoured by fitness enthusiasts looking for quick and budget-friendly protein and supplements​.

Ad Strategy

Influencers and Partnerships: Collaborate with health and wellness influencers who resonate with the brand’s target market. Influencers on platforms like Instagram and TikTok can create product testimonials or “unboxing” videos that show real-life benefits.

Targeted Keywords: Ads should be optimised for keywords that match specific health goals like "immune support" or "keto supplements." Amazon’s Sponsored Brand Ads are also effective here, especially to reach specific dietary segments and take up SOV on search results.

Content Marketing and Education: Use Amazon’s A+ Content to add educational information about health benefits or instructions on how to use products, which can boost appeal for health-conscious shoppers. Educational videos or blog-style descriptions also enhance trust and understanding.

Baby Care

Consumer Preference and Trends

Encompassing essentials like diapers (nappies), wipes, and baby food, this subcategory is primarily home to the parents of young children. 

Many shoppers in this category are new parents or caregivers who prioritise safety, comfort, and quality in baby products, hence why reviews and ratings are imperative for these types of products. Trends here show an increasing shift toward hypoallergenic and eco-friendly baby care items, appealing to parents concerned about both their baby’s well-being and their environmental impact.

As reliability and convenience are significant factors, Amazon’s Prime delivery and subscription options are very appealing to consumers.

Big Brands

In the US,  Pampers and Huggies continue to be among the best-selling brands due to their trusted reputations. Aveeno Baby’s hypoallergenic skin care products also cater to parents concerned about sensitive skin, a significant consideration for US shoppers.

In the UK, Tommee Tippee and WaterWipes are top sellers, with Tommee Tippee offering a wide range of baby bottles and feeding accessories. WaterWipes are highly popular due to their chemical-free ingredients, ideal for parents seeking natural alternatives.

Ad Strategy

High-Quality Visuals and Emotional Appeal: Use images and video ads that focus on parent and child bonding moments. Since safety and trust are essential, emphasise aspects like “hypoallergenic, organic, or dermatologist-tested formulas”, making these claims prominent in visuals and bullet points.

Customer Reviews and Ratings: Baby product shoppers value feedback from other parents. Encourage reviews to build credibility and trust. Incentives through programs that encourage verified purchases can enhance this e.g. Amazon Vine.

Sponsored Ads with a Focus on Convenience: Promote products through Sponsored Brand Ads to emphasise your subscription options. Convenience is highly valued by parents, so highlighting Amazon’s Subscribe & Save feature in your ad copy can help convert shoppers looking to make their purchasing routines more efficient.

Oral and Vision Care

Consumer Preference and Trends

Products like electric toothbrushes, toothpaste (especially whitening or sensitive formulas), dental floss, contact lens solutions, and eye drops are popular within this subcategory.

Consumers gravitate towards high-tech dental products, like electric and ultrasonic toothbrushes, and natural toothpastes. For vision care, there is typically consistent demand among shoppers that are seeking affordable options online. Trends in this subcategory reflect a focus on more advanced dental and eye care tech, with a growing demand for whitening products, gum health products, and blue light glasses as consumers screen time increases. 

Amazon is favoured for affordability, variety, and convenience, especially for high-use items like toothpaste and contact solution.

Big Brands

In the US, Oral-B and Colgate dominate oral care on Amazon, with products ranging from electric toothbrushes to whitening toothpaste. Colgate’s popularity in the US is also bolstered by its extensive range of sensitivity products.

In the UK, Sensodyne and Bausch + Lomb are major players. These brands appeal to UK consumers interested in specialty dental care and convenient vision solutions​.

Ad Strategy

Educational Content: For complex products like electric toothbrushes or vision care solutions, create explainer videos that show proper use and highlight the health benefits. Amazon’s video ads or placements on social media can help reach users seeking more personalised dental and vision care.

Brand Loyalty Programs and Discounts: Consumers are often loyal to specific oral care brands. Discounts, coupons, or loyalty incentives for repeat purchases encourage retention. Amazon’s brand loyalty programs and targeted email marketing can attract and keep customers within the brand.

Enhanced Brand Content for Trust: Use A+ Content to provide additional information on product safety, sensitivity, and benefits of specific ingredients (e.g. whitening agents), as consumers in this category often prioritise health and sensitivity concerns.

Want to know more about the Health and Household category on Amazon? Get in touch with us at zeal@zealagency.co.uk or at www.zealagency.co.uk.