Amazon, which has been selling online since July 1995, is known as the world's largest online retailer. Amazon's total sales in 2017 were $178 billion, with sales in North America increasing 33% to $106 billion, accounting for 60% of total sales.
In the first three quarters of 2018, Amazon's sales reached $160.5 billion, a significant increase of 36.7% over the same period last year.
As more and more customers choose to buy furniture on Amazon, furniture has become one of the fastest growing segments of e-commerce, and Amazon is paying more and more attention to the furniture market, and has launched a series of layouts. And this is especially worthy of attention in the furniture field.
According to the Furniture: The Amazon Effect report from e-commerce analysis company One Click Retail, Amazon's annual sales have tripled from 2015 to 2017.
In 2017, Amazon furniture and bedding sales increased 51% year-on-year to $4 billion, making it one of the largest retailers of furniture and bedding in the United States.
Currently, Amazon's furniture brands are Acme, Ashley, Coaster, Fashion Bed Group, Homelegance, Sauder, Schuda Simmons, Prepac, South Shore and Walker Edison.
One Click Retail pointed out in the report that Amazon's mattress business grew by 82% in 2017 to reach $1.1 billion. Sales of bedroom furniture increased by 45% to more than $800 million. Living room furniture is the third-ranked furniture category, with sales increasing 40% in 2017 to $550 million. Sales of home office furniture were $500 million, an increase of 27% year-on-year. The sales of kitchen furniture reached 350 million US dollars, an increase of 27%.
On Amazon.com, there is no brand of living room furniture that accounts for more than 6%. This is due to the high sales volume, high growth and lack of major competitors in the living room furniture, which is a good choice for furniture brands who want to enter the online market.
Ojastro Todd, market analyst for One Click Retail and author of the report, said: "Based on our analysis, Amazon currently has the largest market share in online furniture. In the long run, it will also occupy more market share. Furniture If brands want to compete in the field of e-commerce, Amazon is the place to fight. The fastest growing furniture industry is in the field of e-commerce."
In November 2017, Amazon launched two private brands, Rivet and Stone&Beam.
Rivet is mainly medieval modern furniture, mostly decorated with gold trim, velvet and faux fur.
Amazon's own brand Rivet
Stone&Beam's furniture is positioned slightly higher than Rivet, with a focus on modern-style furniture, and recently added a range of new country-style products and bedroom furniture.
When asked about the performance of the two brands in the market, Amazon's spokesperson said: Customers "have always liked Rivet and Stone&beam" brands, and both brands have an average rating of more than four stars. Amazon has been growing these two series of products and has added more than 1,000 new products in the fall and holiday seasons of 2018.
In the third quarter of 2018, Amazon launched its third self-owned furniture brand, Ravenna Home, which sells classic-style furniture with more than 300 products, mainly living room furniture.
Amazon's most successful furniture product is the AmazonBasics office chair. AmazonBasics is Amazon's most extensive private label and the leading brand in the home office furniture category.
In 2018, the brand accounted for 13% of total Amazon home office furniture sales. The brand's high back chair, mid-back chair and mesh back office chair have long occupied the top three in this category.
Another home category that has received much attention in Amazon is bedding. To date, mattresses are Amazon's largest furniture category.