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.

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.

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.

Sources: Transaction data, web-scraped data, and email receipt data