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The Garlic Press, Issue 11 - biothane leash, lace front wig, laundry scent booster
Biothane is a high-tech, trademarked material manufactured in Ohio, USA. It is very similar to leather in look and feel, but with added benefits. It is more durable, waterproof, stink-proof and easy to clean. Faux leather 2.0.
One of the applications of biothane is dog leashes.
Dog owners seem to love biothane leashes, and demand is going up, both on Google Trends and Amazon:
What makes this product special is that out of 10 competing brands there are NO sellers from China. When was the last time you saw that?
The material, biothane, can only be purchased in the USA, directly from the manufacturer, and this makes it very hard for Chinese sellers to enter the niche.
The market is not that big, but competing against US-based sellers sounds exciting.
Top search term: biothane leash
Last month Brand Analytics search frequency rank: 97,122
Average sale price: $21.47
Top 10 competitors’ monthly revenue range: $4,405 - $8,514
Number of competing brands: 10
Top 3 Brand Analytics products click share: 41%
This is not the most poetic product name, but it will make sense in a second.
The number 613 is a colour code in the world of hair, and it basically means blonde.
“Lace” is a piece of thin, nearly invisible fabric that the hair is attached to.
“Lace front” means that the front of the wig blends with real hair in such a way that it looks natural, as if growing right from the scalp.
I am not entirely sure where the spike in popularity comes from. Judging by Amazon reviews, the customers are almost exclusively black women, and my guess is that this is some kind of a niche fashion trend.
In any case, interest in blonde lace front wigs is going up, both on Google and Amazon:
Competition is brutal, there are 40+ brands present in this niche. But size of the niche is quite big, with top 15 sellers revenue range of 50-100k per month, and there is no established leader in this market.
Top search term: 613 lace front wig human hair
Last month Brand Analytics search frequency rank: 7,548
Search volume growth past 360 days: 99% 💚
Average sale price: $123.99
Top 10 competitors’ monthly revenue range: $50,870 - $103,864
Number of competing brands: 40+ 🆘
Top 3 Brand Analytics products click share: 19% 💚
Why would anyone want a baby monitor without Wi-Fi, you might wonder. Why would anyone want ANYTHING without Wi-Fi?
Well, for two reasons.
First, the radiation. In 2011, the World Health Organization (WHO) declared that all radio frequencies are a possible cause of cancer. And babies, because their skulls are thinner, are more sensitive to Wi-Fi radio waves:
This is a scary-looking picture, enough to make somebody google more about Wi-Fi safety. And the first source they find is ScienceDirect, a collection of peer-reviewed scientific papers, which claims that “Wi-Fi is an important threat to human health”.
I can see how this can spiral into proper panic, resulting in anything from Wi-Fi ban to tin foil hats.
The second reason people want a baby monitor without Wi-Fi is fear of hacking. Apparently some Wi-Fi monitors are easy to hack.
Ha-ha-ha, idiots, why would anyone want to hack a baby monitor - was my initial reaction. But then I thought - what if I am lucky enough to have enemies, and I like to discuss things with my wife, in bed? Wouldn’t my enemies want to hear what I have to say?
Again, panic. Suddenly a no Wi-Fi baby monitor sounds like a great idea.
Lots of people seem to agree, interest is going up both on Google and Amazon:
There is a lot of competition in baby monitors space, including some well-known brands, but not many market themselves as specifically non-Wi-Fi. I was able to find just 5 brands, which is great news for new sellers.
Top search term: baby monitor no wifi
Last month Brand Analytics search frequency rank: 28,432
Average sale price: $107.99
Top 10 competitors’ monthly revenue range: $10,799 - $26,465
Number of competing brands: 5 💚
Top 3 Brand Analytics products click share: 41%
Wood therapy is a type of massage that uses wooden tools. It is centuries old, and is recently getting more and more popular in the Western world.
The main benefit of this massage is that it can reduce cellulite. Whether this is true or not is an open question, there were no proper studies to support this claim. The only proof that I was able to find on the Internet is this picture:
This seems enough to convince a lot of people, and popularity of wood massage therapy tools is going up both on Google and Amazon:
Competition is tough, and most sellers are from China, but only some of them focus on cellulite specifically, which can be one of the ways to enter this market for a new seller.
Top search term: wood therapy massage tools
Last month Brand Analytics search frequency rank: 16,481
Search volume growth past 360 days: 60% ✅
Average sale price: $37.71
Top 10 competitors’ monthly revenue range: $14,843 - $22,341
Number of competing brands: 20+ 🆘
Top 3 Brand Analytics products click share: 28%
Laundry scent booster market is booming.
One reason for this is the Covid-19 pandemic. People are increasingly concerned about keeping clothes clean, and are open to new ways of laundry cleaning, including scent boosters.
Upward trend can be seen both on Google and Amazon:
The market is relatively new, and is represented by only a handful of brands, all of them US-based and retail-oriented. Number one listing sells 2000 units per day and does not even bother with video or EBC content.
A professional Amazon-focused brand could easily disrupt this market.
Top search term: laundry scent boosters
Last month Brand Analytics search frequency rank: 18,304
Search volume growth past 360 days: 67% ✅
Average sale price: $11.98
Top 10 competitors’ monthly revenue range: $111,427 - $301,700
Number of competing brands: 6 ✅
Top 3 Brand Analytics products click share: 33%
This is it for today, as usual let me know which product opportunity you liked more:
P.S.: The winner of the last issue poll is monitor light bar.