Amazon ‘Home’ category sees largest boost in sales on Prime Day 2022
Prime Day is without a doubt one of ecommerce’s biggest sale events of the year. Over the course of two days, Prime members have access to significant discounts on many items across categories such as kitchen, decor, bath and bedding. While the ecommerce giant didn’t reveal total sales, our insights from this year’s Prime Day dive deep into brand share and categories that have seen significant growth or decline since last year.
On Prime Day, Amazon’s private-label more than doubled its brand share in home goods categories relative to non-Prime day sales.
However, Amazon Basics’s, one of the company’s private labels, performance has slipped in some Home categories. For example, Amazon claimed only 3.4% in share of sales for Bedding, almost half of its share of sales from last year’s Prime Day. Amazon’s private-label brand share for Storage, Bedding, Furniture and Home Decor on Prime Days has also decreased year-over-year.
Amazon Basics Brand Share by Subcategory
United States, Amazon Prime Day vs. Non-Prime Day 2021 - 2022
Source: Proprietary email receipt data
Each category has its own set of leaders and there are seasonal changes as to why one category might outperform another. Our insights below reveal trends in the Vacuum & Floor Care, Kitchen & Dining, and Electronics categories.
Which categories saw the strongest growth?
Amazon’s Home category surpassed Electronics in capturing the largest share of sales on Prime Day 2022, though both categories had the largest boost in sales on Prime Day, seeing an increase in share of sales by 7 ppts compared to non-Prime Days during the same year.
Share of Sales by Category, Amazon Prime Day vs. Non-Prime Day
United States, Amazon Prime Day vs. Non-Prime Day 2020 - 2022
Source: Proprietary email receipt data
Cell Phones and Beauty also saw a boost in sales during Prime Day 2022, while Auto, Tools, Apparel and Health saw stronger sales during the non-Prime days.
Within the home category, Kitchen and Dining makes up more than a third of Amazon’s Home GMV on Prime Day 2022. However, Vacuums & Floor Care saw the largest boost in sales, with share of sales increasing over three-fold from 5.8% share of sales on non-Prime Days to 21.0% on Prime Day for 2022.
Share of Sales by Subcategory, Amazon Prime Day vs. Non-Prime Day
United States, Amazon Prime Day vs. Non-Prime Day 2020 - 2022
Source: Proprietary email receipt data
Looking at specific brands, Ninja claimed over 9% of Kitchen & Dining GMV for Amazon Prime Day 2022, which is more than the share of sales captured by Vitamix, Instapot and COSORI combined.
Top 5 Brands in Kitchen & Dining, Amazon
United States, Amazon Prime Day 2022
Source: Proprietary email receipt data
While Amazon Prime Day is now behind us, we’re already wondering how trends might change for Prime Day in October.
Interested in seeing more insights before then? Our analysts are constantly uncovering trends in the retail space, such as which promotional strategies helped drive sales growth. Connect with our analyst team to receive near-real time insights across market share, competitive intelligence, consumer purchasing behavior, and category-level analysis.
