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What best sellers have in 9 categories and 4 countries
How today's best-selling products in a category differ from others picked at random from further down the ranking. First, what the listing looks like; separately, in grey, what depends on the store (who sells, variations, brand, price). It is a first look, not the full study: if a category interests you, request it and we will study it in depth.
“Promises a result with figures” is more common among best sellers in 4 of 5 profiles
How to read each figure: we look at what percentage of best sellers has the trait and what percentage of the reference (products picked at random from lower in the ranking), and subtract the two percentages. For example, if 64% of best sellers and 40% of the reference have it, the cell says +24 (64 − 40). blue: clearly more among best sellers; orange: clearly more in the reference; grey: differences that do not pass our rules. That is why a +18 can stay grey and a +11 turn blue: to mark it, the gap must be 10 points or more, the trait must appear at least 1.5 times more often in one group than in the other (85% vs 67% does not make it; 15% vs 4% does) and it must not be explainable by chance given that category's sample size. Hover over a figure to see the subtraction and the reason.
| Face masks ES | Eye creams ES | Face moisturisers ES | Face cleansers ES | Perfumes and fragrances ES | |
|---|---|---|---|---|---|
| Promises a result with figures | +19 | +21 | +23 | +14 | +1 |
| Description longer than the median | +26 | +39 | +30 | +30 | +16 |
| More images than the median | +21 | +9 | +39 | +12 | +31 |
| Cites a certification or a test | +9 | +11 | +0 | -1 | +1 |
| Title that starts with the brand | +11 | +35 | +26 | +18 | +18 |
| 5 bullet points or more | +24 | +16 | +21 | +2 | +13 |
| Title longer than the median | -6 | -7 | -12 | -9 | +16 |
| A number in the title | +7 | +6 | +5 | +4 | +4 |
| Mentions a guarantee or returns | -2 | -1 | · | +1 | -3 |
| Pack, set or kit | +8 | -3 | +8 | -5 | +0 |
| Quantity or size in the title | +6 | +14 | +6 | +17 | +6 |
| Bullet points with a heading | +1 | +5 | +10 | -4 | -4 |
| Explains how to use it | -1 | +2 | -1 | +7 | +0 |
| Cites a study or trial | +1 | +9 | +7 | +8 | +2 |
| Says where it is made | +1 | +0 | -8 | -1 | -3 |
Store and catalogue: who sells it, variations, brand and price
| Face masks ES | Eye creams ES | Face moisturisers ES | Face cleansers ES | Perfumes and fragrances ES | |
|---|---|---|---|---|---|
| Sold by Amazon | +30 | +35 | +39 | +40 | +43 |
| Brand with 3 products or more | +25 | +24 | +48 | +42 | +31 |
| Has variations | +42 | +27 | +45 | +41 | +20 |
| Price above the median | -17 | -22 | -25 | -29 | -17 |
| Unit price above the median | · | · | · | · | -21 |
We compare today's 115 best-selling products with 200 picked at random from further down the ranking.
■ best sellers today · ■ reference
24%
42%
26%
Store and catalogue: Has variations (sizes, colours...) · Sold directly by Amazon · Its brand has 3 products or more in the sample
We compare today's 164 best-selling products with 198 picked at random from further down the ranking.
■ best sellers today · ■ reference
36%
33%
47%
Store and catalogue: Sold directly by Amazon · Has variations (sizes, colours...) · Its brand has 3 products or more in the sample · Price above about €21
We compare today's 118 best-selling products with 198 picked at random from further down the ranking.
■ best sellers today · ■ reference
22%
39%
38%
Store and catalogue: Its brand has 3 products or more in the sample · Has variations (sizes, colours...) · Sold directly by Amazon · Price above about €20
We compare today's 108 best-selling products with 197 picked at random from further down the ranking.
■ best sellers today · ■ reference
39%
22%
26%
Store and catalogue: Its brand has 3 products or more in the sample · Has variations (sizes, colours...) · Sold directly by Amazon · Price above about €17
We compare today's 110 best-selling products with 191 picked at random from further down the ranking.
■ best sellers today · ■ reference
35%
7%
10%
Store and catalogue: Sold directly by Amazon · Its brand has 3 products or more in the sample · Price per millilitre above €0.30
How to read it
“Best sellers today” mixes veteran and new products: it describes what today's best sellers are like, not what makes a launch win. It is correlation, not causation, and it has not been checked with new products. We only show clear differences: a 95% interval that does not cross zero, at least 10 points of difference and correction for multiple comparisons. These profiles do not count as validated findings.
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