Amazon sales are now equivalent to sales of top 30 pure players
While home goods pure players like Wayfair and Overstock have declined in revenue over the past two years, Amazon continues to lead in total home goods GMV.
Amazon has maintained its dominant position in overall market share and even made gains through 2022. Amazon alone matched the sales of all top 30 pure players combined during the last holiday season, reaching 50% market share in December 2021. Its share peaked again in July 2022 for Prime Day.
Share of GMV for Home Goods, Amazon vs. Pure Players
United States, Online + Offline Sales | January 2022 - October 2022
Moreover, Amazon is attracting customers away from home goods pure players. Amazon claimed 33% wallet share of Wayfair customers and 50% wallet share of Overstock shoppers in 3Q 2022. Amazon’s wallet share of Overstock customers actually surpassed Overstock itself.
Share of Spend for Wayfair Customers
United States, Online | January 2020 - September 2022
Share of Spend for Overstock Customers
United States, Online | January 2020 - September 2022
As Amazon grows, the question remains of whether it will continue to hold 50% of the market, beyond promotional holidays.
Sources: Email receipt data
Interested in learning more about home market share dynamics? Subscribe to our Deep Dives and check out our newly launched Market Tracker: Home Goods.
