The home brands and subcategories winning on Amazon
The kitchen and dining and furniture subcategories consistently account for the majority of Amazon’s home goods GMV. Kitchen and dining, in particular, ranges between $1 billion and $2.4 billion in monthly sales.
Monthly GMV for Home & Kitchen Categories, Amazon
United States | January 2021 - October 2022
At a brand level, Zinus, Ashley Furniture, and Amazon’s private label lead in furniture sales on Amazon.
Zinus is the largest furniture brand on Amazon, with over $480M in sales between January 2022 and October 2022, accounting for 6% of total furniture sales on the retailer. Ashley Furniture is the second largest brand at $250M in sales.
Top 5 Amazon Furniture Brands in 2022
United States, Online + Offline | January 2022 - October 2022
However, success varies across home goods categories. The majority of Zinus’ sales come from bedroom furniture. Amazon, Ashley Furniture, and Sauder are more diversified – only 50% of Amazon’s private label furniture sales, for example, are from the bedroom furniture category.
Category Share for Top Home Retail Brands on Amazon
United States, Online | January 2022 - October 2022
Sources: Transaction data, web-scraped data, and email receipt data
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