What are the selling points of Amazon’s No. 1 selling down jacket?

Today I will break down for you a review of a women’s down jacket that ranks number one on Amazon.

Preview the insights results

 

1. “Excellent value” (i.e. cost-effectiveness) is the primary label for consumers’ purchasing motivation for this Down Jacket.

 

2. The purchasing scenario of “mother buying for her daughter” has the most obvious characteristics.

 

3. The size of the "bag containing The Down Jacket" that comes with this down jacket is too small, which is a prominent point in the negative reviews and product improvement area of ​​this product.

The Amazon platform shows that this product sells for between $35 and $43, with a total rating of 4.5 points. There are 19,526 ratings, including 3,535 text comments (i.e. valid comments); among them, 5-star and 4-star ratings are as high as 88% , the negative review rate is 12%.

 

Why does this down jacket rank first on the list? What are consumers’ purchasing decision-making points, and what are their purchasing and usage scenarios?

 

Customer portrait

1.Purchase and usage scenarios

 

The high-frequency tags of the role characteristics of consumers of this product are "daughter, mother, wife, myself", etc. Among them, the tags related to "daughter" account for the largest proportion. By tracing the original comments, we can find that the scene characteristics of "mother buying for her daughter" are the most obvious.

Among the places of use, "hiking" in the reviews accounted for 1.33%, which is the most frequent use scenario for this down jacket.

 

Among them, consumers will express more demand for the warmth of this down jacket when traveling in colder areas.

 

2. Consumer decision point

 

Great value, warmth and durability, right color and price are the main motivations for consumers to buy this down jacket.

 

Among the positive feedback from consumers, they mainly expressed their affirmation of the down jacket’s features such as “appropriate price, wide range of sizes, soft and light texture, and comfortable wearing”.

 

3. Consumer concerns

 

During the purchase process, consumers mainly focused on the performance and size of this down jacket, and mainly expressed doubts about the waterproof performance of this down jacket, as well as the size and sleeve length.

 

Product advantages and disadvantages

 

Among the product labels with positive and valid comments from consumers, there are 110 for “fit”, accounting for 14.67%; 92 for “soft”, accounting for 12.27%; and 37 for “comfortable”, accounting for 4.93%.

 

Among the product labels with negative valid comments, there were 26 "too small", accounting for 3.47%; 15 "down jacket bags are too small", accounting for 2%; and "not warm enough" 13, accounting for 1.73%.

 

The TOP3 advantages of this down jacket are "fit, lightness and comfort". Most consumers give high evaluations to the fit, lightness and comfort of this down jacket.

 

At the same time, "the down jacket bag is too small" and "the material is thin" are the main disadvantages and improvement points of this down jacket.

 

Some consumers are dissatisfied with the size of the bag for containing the down jacket that comes with this product and think it is inconvenient to use; others think that the down jacket has insufficient thermal insulation properties.

 

Comprehensive suggestions

This lightweight down jacket comes highly recommended for its convenience, packability and attractive design. It’s perfect for hiking or cold nights, and it’s great value for money.

 

However, there are some issues with size and down jacket bags. Overall, this is a great choice for those who like a soft and lightweight down jacket.

 

In summary, it can be found that the decision-making link for consumers to purchase this down jacket may be: consistent with expected price → rich sizes and high fit → good warmth retention.

 

From a consumer perspective, it is recommended that cross-border sellers continue to pay attention to/improve down Jacket Products from the following aspects:

 

1. By visualizing the Boston Matrix model, we found that consumers’ dissatisfaction with the capacity of bags containing down jackets is the main reason for some negative reviews. Sellers need to pay attention to the additional product value of such products and their impact on consumer evaluations.

 

2. Fit, softness and comfort are important factors for consumers to choose down jackets. Therefore, in product design, sellers should focus on improving performance in these aspects and ensuring rich size options.

 

At the same time, sellers can supplement relevant information on waterproof performance and size and sleeve length in the product description and pre-sale stage to reduce consumer concerns.

 

3. In terms of marketing, sellers can do targeted marketing from the aspects of "purchasing for family members, gifts for family members, hiking/traveling essentials", etc