ShareofClicks grew out of the collaboration between WMF and PreisHoheit.
At the outset, three key questions stood at the center:
- Are we succeeding because of our brand, or because of our Amazon optimization?
- Why do we perform well in Germany, but not in other markets?
- Where do additional visibility measures actually translate into more revenue?
Classic market share analyses couldn't answer these questions. They show what is bought, but not how customers find products, or which demand can actually be influenced.
Key Insight
To influence customers, you need to understand how they search and what they click on.
Together, we therefore focused on search behavior and click data.
Solution
This work led to the development of the ShareofClicks-Tool and the SoC-Index.
- They reveal how visibility, demand, and competition are actually distributed on Amazon.
- They particularly help brand manufacturers assess their competitive situation in a nuanced way and show where brands can take targeted action.
The effect in practice
Based on this data, WMF fundamentally changed its strategy:
- Focus on search terms instead of isolated ASIN optimization
- Consistent alignment of content and advertising with demand
- Targeted use of Sponsored Products where click shares were below average
The result:
- Continuous growth in click and revenue shares
- A stable share of promotions in total revenue
- Advertising spend below 2% of sell-in revenue
What sets us apart from other tools
Most Amazon tools optimize at the product level: individual ASINs, individual listings, individual campaigns. We look at the brand as a whole. Brand manufacturers often have several products within the same category, what matters in our approach is how the brand as a whole performs against competitors and private labels, not how a single product performs.
From project to product
Over the past several years, numerous brands, including Victorinox, Hansgrohe, Knipex, and Odlo, Liebherr, travelite have used SoC data to sharpen their strategies, optimize content, and steer campaigns with precision. In 2025, we founded ShareofClicks GmbH as an independent company to make these insights available as a scalable product. The result is the Amazon Performance Tracker.
What drives us
We are convinced that the role of the brand on Amazon is systematically underestimated. Many sellers operate with a different cost structure than brand manufacturers, which lets them win almost every time in a pure price competition. We want to help brand manufacturers recognize and play to their competitive advantages precisely where price is not the deciding factor.
That is why our mission is to make these insights affordably accessible to all brand manufacturers, not only to the few who can afford expensive custom analyses.
Whether you are a brand manufacturer, retailer, or agency: we provide the decision, making basis to grow with precision or to become more efficient.
Combining Amazon expertise with Data Insights
We understand both the operational and commercial challenges faced by manufacturers, vendors, and sellers, as well as the requirements of modern data analysis. Since our founding, we’ve been working on the Performance Tracker, which provides monthly transparency into the key drivers of brand performance on Amazon.
Key Insight
ShareofClicks GmbH was founded in 2025 by:
Torsten Dall
formerly Head of E-Commerce Analytics & Marketplace Marketing with Groupe SEB/WMF
Clemens Vest
Managing Director PreisHoheit
Clemens Vest
Managing Director
tel: +49 541 409 544 70 mail: vest.org[at]shareofclicks.com