November had two of the largest retail days of the year - Black Friday and Cyber Monday. Various sources expect total volume to grow by at least 20%. While brick and mortar retail sales are shrinking, online ecommerce is growing at a steady pace.

Compared to October, November wasn’t a fast growing month. Many sellers managed to increase their sales, but overall many more had lost their pace. We think this has to do with depleted inventory after Halloween, which many sellers focused on.

Story of the month is 90 Degree By Reflex. This recently launched marketplace seller managed to out-grow the competition by providing niche products: active wear for women, including yoga gear and clothing. The New York based company entered Amazon with previous experience selling on their own website and stores, and managed to capitalize on the size of the marketplace.

They were followed by a few more focused sellers, which shows that a strategy to focus on a niche of products and do it really well works wonders. While many large sellers focus on repricing tactics and competition analysis, more and more sellers are coming with a more boutique approach. The categories they choose work well when care is applied.

We used feedback as a way to estimate how much sales has the seller been able to gain. But instead of looking at what everyones’ feedback was at the end of the month, we calculated the change in feedback throughout November. The table below is top 100 sellers ranked by the growth rate.

Click here to read the previous October 2015 Report.