GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data tracked across Amazon from January 1 to August 31, 2026, Safety 1st — a brand of Canada's Dorel Industries (TSX: DII.B) — generated 99.3% of its year-to-date revenue through a single dominant channel, leaving it heavily concentrated. The brand's average product price sat at $39.54 across the period, though pricing softened notably as the year progressed. Over the June–August 2026 timeseries window, average price fell 17.3% overall and dropped a further 8.1% month-over-month to $37.67. Despite that discounting pressure, revenue still climbed 11.0% across the same stretch, with the most recent month adding an incremental 0.4% gain. The gap between falling prices and rising revenue suggests volume growth is currently carrying the brand's performance, with top-listed items spanning a wide $77.91 to $159.99 price band.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 11% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 17% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Safety 1st on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for Safety 1st.
BY REVIEW COUNT
Across 2.96M ratings on 1 channel, Safety 1st averages 4.6★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.6
/ 5
From 2.96M ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$99.99
Price
$3.11M
Revenue
$159.99
Price
$2.99M
Revenue
$159.99
Price
$2.48M
Revenue
$159.99
Price
$1.6M
Revenue
$77.91
Price
$1.25M
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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