App — Shelves of Babel

Shelves of Babel

MY SHELVES

Potato Chips

4 keywords · daily

5.1%

Mochi Ice Cream

3 keywords · daily

9.8%

Trail Mix

3 keywords · weekly

7.9%

Events2

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Keyword Network

Brand Mapping

Weighting

Settings

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my brand

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Potato Chips

Collected daily · last scrape today 6:12 AM · 90 days of history

potato chipskettle chipspotato chips variety packwavy potato chips+ keyword

Total

Organic

Sponsored

Last 30 days ▾

Weighting · Equal Weight ▾

Export

Share of Shelf

Rank Grid

Prices

Reviews

Creative

SEO

Keywords

Report

YOUR SHARE

5.1%▲ 0.7pp

SHELF RANK

#6of 46 brands

AVG POSITION

11.9organic

CONCENTRATION

764HHI · Competitive

NEW ENTRANTS

2vs prior 30d

The shelf, to scale — each brand’s width is its weighted share of search results

organic only · equal weight

Lay's

18.4

Pringles

12.1

Kettle Brand

9.6

Utz

6.2

Cape Cod

5.8

★ Aplenty

5.1

Ruffles

4.9

Herr's

3.4

Boulder Canyon

2.8

Route 11

2.1

Long tail · 36 brands

29.6

Ghost rail: 30 days ago — Aplenty widened by 0.7pp · biggest move: Kettle Brand +0.9pp

Share over 90 days

Lay'sPringlesKettleAplenty ★

●

★

◌

◨

▼

Apr 4May 4Jun 3Jul 3

Watch: Kettle Brand

+0.9pp in 30 days — their multipack ASIN broke into the top 5 on potato chips variety pack, jumping from avg #11 → #4.

Investigate →

✦ narrated by your analyst from detected events — numbers computed, words generated

Movers · 30d

Kettle Brand

+0.9

Aplenty ★

+0.7

Boulder Canyon

+0.3

Ruffles

−0.4

Lay's

−0.3

Cape Cod

−0.2

What wins on this shelf

variance in organic position explained · 90 days

Rating band

30%visible stars: 4.5★ vs 4★

Review depth

26%total review count

Price position

24%vs shelf median

Paid presence

7%sponsored share held

⟿Paid share leads organic share by ~2.0 weeks on this shelf (r=0.34) — gains in sponsored presence tend to show up in organic later.

Shelf physics

computed from 90d of history

↻

Reshuffles slowly

15% of the top 10 turns over per month — incumbents are entrenched.

≣

Review moat: ~800

Below ~800 reviews, no brand has held top 10 for more than a month.

▼

Promos buy ~3 weeks

Rank gains from price cuts ≥15% fade ~3 weeks after prices restore.

◪

29% of top 20 is rented

29% of top-20 positions belong to brands whose organic rank decays when their ads stop.

BRAND

Δ 30D

AVG POS

ASINS

1

Lay's

18.4%

−0.3

3.9

14

2

Pringles

12.1%

+0.2

5.8

9

3

Kettle Brand

9.6%

+0.9

7.1

8

4

Utz

6.2%

+0.1

10.4

7

5

Cape Cod

5.8%

−0.2

11.2

5

6

★ Aplenty

5.1%

+0.7

11.9

6

7

Ruffles

4.9%

−0.4

12.6

5

8

Herr's

3.4%

0.0

15.1

4

9

Boulder Canyon

2.8%

+0.3

16.8

3

10

Route 11

2.1%

−0.1

18.2

2

Show all 46 brands ↓

Shelves of Babel

MY SHELVES

Potato Chips

4 keywords · daily

5.1%

Mochi Ice Cream

3 keywords · daily

9.8%

Trail Mix

3 keywords · weekly

7.9%

Events2

✦ Ask the analyst

Compare Shelves

Keyword Network

Brand Mapping

Weighting

Settings

Aplenty

my brand

You’re browsing a demo account as Aplenty. The data is real, the login is not.Make it yours →

Potato Chips

Collected daily · last scrape today 6:12 AM · 90 days of history

potato chipskettle chipspotato chips variety packwavy potato chips+ keyword

Total

Organic

Sponsored

Last 30 days ▾

Weighting · Equal Weight ▾

Export

Share of Shelf

Rank Grid

Prices

Reviews

Creative

SEO

Keywords

Report

YOUR SHARE

5.1%▲ 0.7pp

SHELF RANK

#6of 46 brands

AVG POSITION

11.9organic

CONCENTRATION

764HHI · Competitive

NEW ENTRANTS

2vs prior 30d

The shelf, to scale — each brand’s width is its weighted share of search results

organic only · equal weight

Lay's

18.4

Pringles

12.1

Kettle Brand

9.6

Utz

6.2

Cape Cod

5.8

★ Aplenty

5.1

Ruffles

4.9

Herr's

3.4

Boulder Canyon

2.8

Route 11

2.1

Long tail · 36 brands

29.6

Ghost rail: 30 days ago — Aplenty widened by 0.7pp · biggest move: Kettle Brand +0.9pp

Share over 90 days

Lay'sPringlesKettleAplenty ★

●

★

◌

◨

▼

Apr 4May 4Jun 3Jul 3

Watch: Kettle Brand

+0.9pp in 30 days — their multipack ASIN broke into the top 5 on potato chips variety pack, jumping from avg #11 → #4.

Investigate →

✦ narrated by your analyst from detected events — numbers computed, words generated

Movers · 30d

Kettle Brand

+0.9

Aplenty ★

+0.7

Boulder Canyon

+0.3

Ruffles

−0.4

Lay's

−0.3

Cape Cod

−0.2

What wins on this shelf

variance in organic position explained · 90 days

Rating band

30%visible stars: 4.5★ vs 4★

Review depth

26%total review count

Price position

24%vs shelf median

Paid presence

7%sponsored share held

⟿Paid share leads organic share by ~2.0 weeks on this shelf (r=0.34) — gains in sponsored presence tend to show up in organic later.

Shelf physics

computed from 90d of history

↻

Reshuffles slowly

15% of the top 10 turns over per month — incumbents are entrenched.

≣

Review moat: ~800

Below ~800 reviews, no brand has held top 10 for more than a month.

▼

Promos buy ~3 weeks

Rank gains from price cuts ≥15% fade ~3 weeks after prices restore.

◪

29% of top 20 is rented

29% of top-20 positions belong to brands whose organic rank decays when their ads stop.

BRAND

Δ 30D

AVG POS

ASINS

1

Lay's

18.4%

−0.3

3.9

14

2

Pringles

12.1%

+0.2

5.8

9

3

Kettle Brand

9.6%

+0.9

7.1

8

4

Utz

6.2%

+0.1

10.4

7

5

Cape Cod

5.8%

−0.2

11.2

5

6

★ Aplenty

5.1%

+0.7

11.9

6

7

Ruffles

4.9%

−0.4

12.6

5

8

Herr's

3.4%

0.0

15.1

4

9

Boulder Canyon

2.8%

+0.3

16.8

3

10

Route 11

2.1%

−0.1

18.2

2

Show all 46 brands ↓