industry marketing

Home improvement marketing

Customers are out shopping for the home improvement products they need, from power tools to gardening equipment. By 2027, the home improvement category is expected to reach over $602 billion in the US alone and is growing at a rate of 1.3% annually.1 Discover how Amazon Ads can help your brand help customers discover relevant products.

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illustration of an orange house with a garage and palm trees being painted by a hand.

Home improvement shoppers today

Following a surge in consumer spending during the pandemic, the home improvement industry has seen its average annual growth stabilize. But given the average homeowner lives in a 40-year-old house, many consumers are still likely to invest in a variety of home maintenance projects on a regular basis—whether they're doing paint touch-ups to entire kitchen remodels.2 In fact, 79% of homeowners tackle multiple home improvement projects annually, with the average number of projects completed up from 2.7 in 2015 to 3.4 in 2023.3

Home improvement shopping and streaming trends

In today's clutterred media environment, it is more important than ever for home improvement brands to focus on delivering compelling content via relevant channels that will grab the attention of consumers whose minds (and projects!) are moving a mile a minute.

63% of surveyed home improvement shoppers agreed that brand name is important to them when shopping for the latest power tool or paint supply.4 However, the majority of home improvement shoppers also begin their shopping journey without having a specific brand in mind.

A recent survey showed that 93% of home improvement shoppers consider themselves frequent users of streaming TV, outpacing both linear TV and livestreaming services.4

40% of home improvement shoppers agreed that they learn about the latest category trends by engaging with their favorite entertainment content.4

Opportunities for home improvement marketing

icon of brand loyalty

Building brand loyalty

63% of tools and home improvement shoppers surveyed reported that they are open to discovering new brands early on in their purchasing journey. Therefore, brands cannot solely rely on past sales to drive future purchases. Instead, brands should consider developing campaigns that foster brand trust, love, and loyalty through messaging, creative, and promotional marketing strategies.8

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Reaching new audiences where they are

As new shoppers enter the home improvement category, brands may want to consider adapting to audiences’ media consumption preferences, including shifting from linear TV to streaming TV and digital videos. 95% of tools and home improvement shoppers surveyed reported that they are using a streaming TV service or device.9

icon of digital experiences

Creating digital experiences

As more shoppers use digital sources to browse, learn about, and purchase home improvement products, brands have an opportunity to develop elevated digital shopping experiences for their customers. Virtual reality (VR) and augmented reality (AR) present new opportunities for brands to help audiences visualize products before making a purchase. As the home improvement industry grows, VR/AR and the metaverse are expected to increase spending on home and home-related categories to $697 billion.10

Amazon Ads home improvement insights

115M

viewers in the US

Prime Video is an entertainment destination for home improvement shoppers, with an estimated monthly ad-supported reach of 115M viewers in the US5. In fact, Prime Video reaches more home improvement audiences than 9 in 10 streaming services.6

+14%

brand awareness

Home improvement brands that leverage video advertising are often well-positioned to advance their marketing goals. For example, a recent study found that lawn and garden brands that leaned into video solutions saw an average campaign lift of +14% in brand awareness.7

+77%

campaign lift in branded searches

Streaming TV campaigns can have a rapid impact on marketing performance among home improvement brands. One grilling brand saw a +77% campaign lift in branded searches after implementing their very first Streaming TV campaign with Amazon Ads.7

Home improvement marketing tips

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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.

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Drive 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 wherever they spend time.

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Create innovative digital customer experiences

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. North American Hardware and Paint Association, Hardware Retailing, US, January 2024
  2. National Association of Home Builders, US, 2023
  3. Home Improvement Research Institute, US, 2023
  4. Kantar and Amazon Ads quick fire study, US, December 2023, n= 2000
  5. Prime Video, Amazon internal data, US, 2023
  6. GWI Core, U.S., Q1 2023 – Q4 2023, n=98481 (U.S. adults), n=7963 (Home Improvement audience)
  7. Amazon internal data, US, 2022-2023