industry marketing

Home goods and furniture marketing

From home decor to kitchen appliances, the home goods industry is growing as consumers buy and rent homes, reimagine living spaces, and upgrade their environments. Discover how Amazon Ads can help your home goods business grow.

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Home goods and furniture shoppers today

According to a recent study conducted by Circana, home units are forecasted to grow starting in 2026, with dollars returning to growth in Q3 2025.1 Fewer new products released in 2023 will contribute to the slowdown in growth in 2024. They go on to report some categories will start to hit the replacement phase in 2024 with this variable picking up more in 2025 and beyond. As consumers started to normalize spend back to pre-pandemic levels, competition for every dollar is becoming more and more apparent. With advertisers leaning into lower funnel tactics, this competition is driving up cost-per-clicks and as a result, return on ad spend is decreasing. Amazon Ads can help you recalibrate your media mix to make the most use of your media dollars.

Home goods and furniture marketing insights

70%

70% of respondents who saw a home goods ad said customer reviews are an important part of their decision making 2

62%

62% of surveyed home shoppers reported they often try new brands and products 3

53%

53% of surveyed home goods shoppers said they had multiple brands/products in mind or were not thinking of any brands while shopping 4

55%

55% of surveyed home goods shoppers agreed they learn the latest home goods trends by engaging with their favorite entertainment 5

Continuing to grow after a surge in sales

Continuing to grow after a surge in sales

Many home goods brands saw a surge of sales in 2020. Categories like furniture and homeware digital revenue grew by 14.5%, earning nearly $53 million in revenue in 2020. This $6.6 million increase year over year is considered unprecedented, according to industry experts. Growth for the home and furniture category is expected to plateau in terms of sales starting in 2023. Knowing this, home goods brands may want to develop marketing strategies to help build brand trust and loyalty with customers.

Helping shoppers discover products around life moments

Helping shoppers discover products around life moments

Whether consumers are moving into a new home or getting married, those life moments can inspire consumers to seek out products that will help them settle into their new lifestyles. In fact, 74% of the registrants on Amazon Wedding Register considered new brands.*

*New brand considered shoppers : % shoppers who considered brand products in their wedding registry during analysis period and didn't purchase the brand in the look-back window on Amazon w.r.t total shoppers who considered brand products in their wedding registry during the analysis period.

Home brands are spending more in performance channels

Home brands are spending more in performance channels

This, in turn, is making it more competitive in the space, and according to Pacvue there was a 12% increase in CPCs in Q4 2023 year-over-year.10 Investing in content can help right size your media mix and make your performance media more efficient.

Amazon Ads home goods and furniture insights

173%

Increase in consideration* for home brands who continued ADSP campaigns year-over-year 6

*Consideration is measured by the amount of conversions that occurred off Amazon attributed to an ad view or click. This includes all conversion types.

3x

3X Kitchen shoppers who watch Prime Video place 3x more orders vs. the average Amazon.com shopper 7

55%

55% of shoppers surveyed agreed they prefer ads related to the entertainment they are watching or listening 8

61%

61% of survey respondents self-reported they watch Prime Video at least weekly 9

How do I advertise my home goods and furniture products?

Two friends sitting on a sofa watching TV.

Build awareness in relevant channels

With Streaming TV and online video ads, your brand can navigate audience fragmentation by reaching viewers who are already using Amazon services like Prime Video Live Sports, Amazon Freevee, and more.

Three people looking at a computer screen.

Increase discoverability during the shopper research period

By using solutions like Sponsored Products, Sponsored Brands, and Sponsored Brands video, you can help shoppers discover your brand and product offerings throughout their shopping journeys anywhere they spend their time.

Woman holding three colorfully wrapped packages.

Create innovative digital experiences for customers

Take your marketing campaign to the next level by teaming up with our Brand Innovation Lab. By working with them, your brand can create custom marketing experiences that surprise and delight audiences in inventive ways.

Sources

  1. Circana 2024 Future of Home Commentary, US, February 2024
  2. Amazon Shopper Panel, May 2024, US n=911
  3. Kantar and Amazon Ads quick fire study, US, December 2023 n= 600
  4. Amazon Shopper Panel, US, May 2023 n=819
  5. Kantar and Amazon Ads quick fire study, US, December 2023 n= 516
  6. Amazon internal , US, Jan. 2023 – June 2023 vs. Jan. 2024-June 2024
  7. Amazon internal, US, Jan 2023 – Dec 2023
  8. Kantar and Amazon Ads quick fire study, US, December 2023 n= 516
  9. Kantar and Amazon Ads quick fire study, US, December 2023 n= 490
  10. Pacvue, US Jan 2024
  11. Amazon Internal Data, US, Analysis Period: FY 2022