Unique Research · Insight / industry monthly · February 20, 2023 · Full rewrite — not a stub · Data: adtarg 2022 full + 2023-01-01→01-31; Amazon focus N.America 3 + Europe 6
Frame. Euromonitor CAGR 18.97% → $5.854B / 15.61M units 2021. Global ecom $5.5T (2022) → >$7T by 2025; 2022 growth slowed to 12.2%. Jan’23 robot-vac sales ~158k units (−53.7% MoM; Europe −27.6% MoM / +49.6% YoY). 2022 country Top3: US ~1.703M, CA ~347k, UK ~285k. Jan’23 monthly Top3: UK ~19k, Spain ~16k overtake CA ~13k; DE ~12k next.
Stage map. US = mature (strongest competition); UK/FR = potential; others nascent (CA growth but biggest Jan YoY drop — watch). Brand-count × size: US most competitive; UK brand ranks solidifying; Spain open entry.
Reviews (9 markets): ~67.7% positive / 24% negative; avg 3.83 — DE/MX/FR 4.2; US 3.7 (~28.6% neg); NL lowest 3.1. iRobot below local avg in US/UK but above in ES.
US: Top3 share 83.82%→84.71%; iRobot +9.9pp (monopoly rising; “best vacuum 2023” lists from early Jan). Top10 mostly incumbent SKU swaps; Roborock/Lefant enter; OKP exits. Price: $150–350 ~72.7%; <$150 gone vs 2022; $150–550 >90%.
UK: Top3 fully reshuffled — Eufy/Roborock surge; ILIFE #2→#10; value thesis fades, brand dig-in. 7/10 Top SKUs change; <£200 disappears; new Eufy/Shark/Shellbot.
Features/scenes: US hair/suction/cleaning; UK suction/hair/cleaning. Brand accents: iRobot cleaning+avoidance; Eufy quiet/frequency; Roborock battery; Shark hair/quiet/avoidance. Scenes floor/room/setup. Germany chapter in CN images.
adtarg charts; attach on ingest.
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