It probably comes as no surprise to Amazon home and kitchen brands that their sector is one of the highest performing in terms of sales value. Amazon doesn’t reveal category specific revenues, but estimates range between $60 billion and $100 billion for sales generated by the home and kitchen sector in 2024. This places it as the second most successful category (according to analysts, so unofficially) with it only losing out to the electronics and media sector in terms of total revenue generated.
At Fluid Marketplaces, we find that the home and kitchen sector lends itself really well to Prime deals and seasonal promotions. We also find that brands that perform really well have mastered ensuring their customers make repeat purchases. When those factors are combined they make a significant contribution to the success of this sector and it’s easy to see as an Amazon specialist why it continues to perform so well. My Amazon home and kitchen ware client Benross is an example of how a targeted strategy teamed with customer loyalty can have fantastic results. Benross is one of this Amazon category’s success stories as they obtained obtained a 155% revenue increase in December 2024 when compared to the previous year.
But what does the future hold for this sector and are there any challenges that home and kitchen brands need to be aware of when planning for future Amazon growth?
Well first things first, the exponential growth that the Amazon home and kitchen sector has enjoyed for many years shows no signs of slowing down. Revenue growth in the sector was said by some sources to be 22% in 2024, higher than Amazon’s overall estimated growth rate of 20%.
Predicted growth in 2028
In addition to not releasing the confirmed revenue generated by home and kitchen products, or any other sector, Amazon hasn’t released 2028 forecasts. That said, based on the estimates so far, it is possible to make informed predictions.
- If the home and kitchen sector was to experience a modest growth rate of 5% it would reach revenue of $125 billion in 2028
- If, which is more likely, the growth rate was a more market-aligned 10% then it would reach $150 billion
- Meanwhile, if a not completely inconceivable, but more aggressive growth rate of 15% was reached, revenue would hit a whopping $176 billion
A realistic midpoint forecast places Amazon’s home and kitchen revenue around at $150 billion by 2028.
What is driving growth in the Amazon home and kitchen sector?
As well as home and kitchen wares working well for Prime Day and the sector doing particularly well for repeat custom, there are other broader and very interesting trends that are contributing to its growth on Amazon.
Post-pandemic lifestyle shifts
The Covid 19 pandemic may seem like a bad memory now, but it has had a lasting effect on the Amazon home and kitchen sector. Working from home has been normalised, leading consumers to invest more in their home environments. Home cooking and entertaining have also become more common, fuelling demand for cookware, dining sets, appliances and decor.
Evolving consumer preferences
Consumers are increasingly seeking products that blend functionality with modern aesthetics and more are tapping into trends such as minimalist Scandinavian or Japanese designs. This leads to consumers upgrading their home and kitchen items to styles that they see as more aesthetically pleasing.
Products that allow consumers to create a smart home, featuring items such as kitchen gadgets that connect effortlessly with devices such as Alex and Google Home, are becoming more popular and driving sales.
At the same time many consumers now see the trend towards products that promote sustainability as increasingly important and this has led to new product ranges being launched, such as bamboo utensils and silicone storage bags, and demand increasing.
Influencer and social media trends
Influencers and social media now play a huge role in shaping consumer preferences and increasing the desirability of the products they promote. TikTok, Instagram, and YouTube are driving product discovery and preferences (e.g., viral kitchen gadgets or home organisation hacks). Meanwhile home influencers increase demand for specific aesthetics and tools, leading consumers to see them as must-have items and seek out products that will satisfy their received need. This is an area where a strong Amazon marketing strategy can deliver good results for brands as it will ensure they have visibility for the items consumers are looking for.
Convenience and fast delivery
This is an area that has not only driven growth in the Amazon home and kitchen category, but in Amazon across the board. Next day Prime shipping has encouraged more impulse buys from consumers, assisted by ease of returns and the availability of detailed product reviews that support brand trust. It’s well known that this type of shopping is a new phenomenon driven by Amazon and ecommerce in general but it is perhaps the home and kitchen category that has benefited most on Amazon because many of the products lend themselves well to this type of shopping.
Category innovation and differentiation
Niche and highly successful new products have come to market such as air fryers, pizza ovens and modular storage systems. This innovation in the home and kitchen category has created new sub-categories that have driven consumer interest and sales for many different brands and suppliers.
Product bundling has also had an impact and this is something our clients at Fluid Marketplaces do well under our guidance. Creating sets, such as complete baking kits, or matching sets, adds perceived value and they are very popular with consumers, increasing the value of orders and assisting revenue growth in the home and kitchen category.
Final thoughts
The Amazon home and kitchen sector appeals to everyone and there have been numerous developments in this category that have contributed to its exponential growth. That being said, competition is fierce and not all brands will achieve the success they are seeking. Those that do best have a clear Amazon strategy and this is something we have experience of helping sellers with at Fluid Marketplaces.
If you would like to speak to one of our Amazon experts about a growth strategy for your brand, you can find out more about our services here, or get in touch with us here and we will get back to you as soon as possible.