A digital shelf, or just “shelf”, is a slice of the eCommerce market, specifically on Amazon. A shelf can refer to a big department like Appliances, a narrow niche category like Collector’s Baseball Cards, or something more complex like all things school age kids need for going back to school.
The two important measures of a shelf are a) the amount of interest consumers express for products in the shelf and b) the amount of sales revenue received by products in the shelf. Interest is measured in terms of the number of product searches and resulting listing impressions (both paid and organic) in the funnel. Whereas, sales revenue for the shelf is simply the sum of all sales in the category.
With respect to interest, Gradient uses direct observations and triangulation to estimate the overall interest in the shelf. We refer to the portion of interest occupied by a particular brand or product as share of shelf. For sales revenue, actual sales figures are known only to the individual sellers, Gradient may sometimes offer an estimate of a brand’s Revenue Opportunity using a brand’s shelf share to suggest a ballpark potential the brand might aim to achieve.