Price is one of the most critical components of a consumer's decision to purchase within the E-commerce channel. The recent change from $20.19 to $32.31, a change of 60%, is a signal that the category is moving towards higher, more mature and customer-supported price points.

At least one vital, leading product is now no longer available to consumers. This may have occured from a seasonal shift, 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 leading 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.

5 products within the 'Sports & Fitness' category are official members of the 'Million Dollar Month' club, which is a major accomplishment for products within the E-commerce channel. The club members now include:

- $4.9M/month ASIN B07XKKXQ7D | Franklin Sports Outdoor Pickleballs - X-40 Pickleball Balls ... by 'Franklin Sports' sold at $191.24 with 8,988 reviews and a 4.6 rating

- $1.2M/month ASIN B08TF3PT4N | Callaway 2021 Supersoft Golf Balls 12B PK by 'Callaway' sold at $24.95 with 12,749 reviews and a 4.8 rating

- $1.0M/month ASIN B097D9GKLF | BMJL Women's Running Shorts Elastic High Waisted Shorts Pock... by 'BMJL' sold at $24.99 with 5,824 reviews and a 4.5 rating

- $1.0M/month ASIN B09W9BMJBH | BMJL Women's Athletic Shorts High Waisted Running Shorts Poc... by 'BMJL' sold at $25.99 with 1,152 reviews and a 4.5 rating

- $1.0M/month ASIN B09PBRSBQZ | AUROLA Women's Athletic Shorts High Waisted Running Shorts S... by 'AUROLA' sold at $32.99 with 2,684 reviews and a 4.5 rating

A product's review count is one of the most critical components of the E-commerce search algorithm. The recent change from 20,528 to 15,619, a change of -23.9%, is a signal that the category is slightly moving towards lower, less intense competition and seasonal change.

To conclude, a price shift is an opportunity for the astute brand which has a responsive supply chain and a rapid product launch process. This is a call to action to review one's product portfolio for coverage of the top high-volume price points, 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 #B08B186P6J ('Women’s Longline Sports Bra Wirefree Pad...' by THE GYM PEOPLE) shows that it is the new benchmark., the milestone that the top 10 products have delivered is a sign that the category is growing. Brands which acheive category leadership positions now will acquire algorithm momentum, and will likely be able to ride the increasing wave of growth, the recent shift in review count is a call to action for those brands which are under-performing--specifically that a stronger focus on marketing and conversion is increasingly important in order to not be left behind.