Digital commerce benchmark to offer brands Amazon insight

Digital commerce benchmarking firm launches second annual Amazon brand manufacturer survey

Digital Commerce Global (DCG) has launched the 2024 Global Amazon Benchmark today. Its second annual benchmark is designed to support global brands with their strategic planning and execution.

As digital marketplaces have become more popular among consumers, Amazon said brand owners' sales through its store grew more than 22% in 2023 compared to the previous year.

According to DCG, an independent digital commerce benchmarking company, its Amazon Benchmark responds to this opportunity and the increasing need among global brands to drive profitable growth.

The Benchmark, which went live today in 23 markets, including Australia, Canada, India, the Netherlands, the UK and the US, enables brand manufacturers to share insights anonymously and make decisions using peer-based industry capability insights.

Tracking the latest dynamics

The DCG 2024 Global Amazon Benchmark survey builds on last year's report by covering some of the latest Amazon dynamics, such as identifying and managing challenges around profitability and insights on the length, ease, and success of Amazon Vendor Negotiations.

The Benchmark results will also help deepen understanding of Amazon Media budget ownership and full-funnel use, ten speciality areas of Amazon Partners' agency support, and levels of artificial intelligence (AI) adoption among brands selling on Amazon and using its AI tools.

DCG is inviting participants to complete the benchmark response, in return for a free copy of the global industry report and recommendations.

Global brands also have the option of accessing more detailed, market-level and manufacturer-level scores and analysis, and action prioritisation workshops here.

Optimising digital capabilities

“We are proud of reaching a position of trust, as an independent benchmarking partner, with so many global brand manufacturers. In our third year since launching, we are already seeing an unprecedented level of participation across global markets," said Declan Kearney, DCG founder and chief executive. 

The 2023 DCG Amazon Benchmark saw L'Oréal named the most admired brand manufacturer selling on Amazon among over 45 global manufacturers surveyed, with Lego, Unilever, Purina and Procter & Gamble, rounding out the top five.

Kearney added that it has already completed other independent benchmarking work with digital commerce leaders from L'Oréal, Nestlé, Mars, Bayer, Colgate Palmolive, Kenvue, Unilever, Philips, and Pernod Ricard, among others.

"The DCG team of digital commerce experts looks forward to sharing the industry report and scheduling presentations and workshops starting from the end of August," he concluded.