In each category we compare today's best-selling products (between 48 and 164, depending on the category) with about 200 products picked at random from further down the ranking. The data are public Amazon data from 5 November 2026: nine categories in Spain, day creams in France and face serums in Germany. It is an exploratory profile: it describes who sells today, not what makes a launch succeed.
What depends on the store weighs a lot
In all 11 categories, the best sellers more often have two traits that do not depend on the listing:
- Sold directly by Amazon. In sunscreens, 65% of the 131 best sellers compared with 8% of the 198 reference products.
- Their brand has 3 or more products in the sample. In air fryers, 83% of the 48 best sellers compared with 25% of the 191 reference products.
In 10 of the 11 they also have variations (sizes, colours or formats). We keep this apart from the listing because a brand that is just starting cannot change it overnight.
Price: the best sellers are cheaper
In 9 of the 11 categories, the best sellers are less often above the price that best separates the two groups. In hair masks, 31% of the best sellers cost more than €21.45 compared with 68% of the reference (115 and 114 products with a price). This can be down to many things (format, brand, who sells it), so take it as context, not as advice.
What does depend on the listing
- Promising a result with figures (days, weeks or a percentage), in 7 of the 11 categories. In hair masks, 58% of the 129 best sellers compared with 26% of the 200 reference products.
- A long description, in 7 categories. The cut-off goes from about 690 to about 1,140 characters, depending on the category.
- More images, also in 7. The cut-off goes from more than 5 to more than 8 images.
What is specific to each category
- Face cleansers: stating the absence of substances, such as fragrance-free or paraben-free (47% compared with 26%).
How to use it
If you sell in one of these categories, look at its full profile in Scan or run your listing through the quick check. Only change what is true of your product: if you do not have a measured result, do not make one up.