The brand, 'Native Shoes', now has a leading share of the revenue of the 'Girls' Loafers' category. With estimated revenue in the last 30 days at $325,600, Native Shoes has 27% of the revenue of the category leading products. Left unchecked, this may give 'Native Shoes' algorithmic momentum within the category for ASIN B01IVXNBLM, 'Native Shoes, Jefferson Iridescent Child, Kids Lightweight Sneaker', which has a 4.8 rating and 2,429 reviews.

At least one meaningful, leading product is now no longer available to consumers. This may have occured from an out of stock, or a decision by the brand to retract the product from the market. Less probable but something that certainly happens is that Amazon may have frozen their account. Regardless of the reason, there is now an opportunity for the savvy competitor to lean in to this category by increasing ad spend, better positioning existing products according to pricing and keyword trends, to introduce products that fill consumer gaps, and other tactics which take advantage of the competitive gap that has recently been created. The key is to drive up conversion momentum during the period of the category leader's absence, such that if the leader returns, it is easier to compete--and win--against them.

This Leaderboard shows the top performing products within the category during the last 30 days. Typically these 10 products earn significantly more revenue than the other products within the category. The strategy to over-spend on advertising and marketing until one's product achieves a rank within the Leaderboard frequently has a benefit other than a magnitude increase in revenue, which is that organic ranking becomes more likely the closer a product gets to the #1 position in the Leaderboard--at which point paid advertising can become unnecessary. The longer a product can stay at the top of this Leaderboard, the more momentum it achieves.

Last, what Native Shoes has obtained is wonderful. Unchecked, it is on pace to earn an exponentially-higher revenue earner than all other brands. Its competitors must rise to take share or else they risk dwindling over time as Native Shoes acheives stronger and stronger momentum, regardless of the reason why there is a competitive gap on account of a category-leading product retracting from the market, now is the time to act, the recent performance of ASIN #B01HIA3HWM ('LONSOEN Toddler Little Kid Boys Girls So...' by LONSOEN) shows that it is the new benchmark.