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Amazon

Amazon hopes to find comfort in private label furniture

by Arye Zucker - November 13, 2017

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Amazon recently announced the launch of two new house brands in the home goods category, Rivet and Stone and Beam. According to data from Slice Intelligence, the e-commerce giant already dominates the home goods category with 42 percent of the market.

Amazon holds 42 percent of the Home Goods market share

Leaving only 58 percent for the rest of the pack

No need to couch this data - Amazon takes the throne

Amazon’s sheer size means it tends to command many categories, but it’s relatively massive share in home goods is particularly impressive, as home goods is a particularly fractured market. No other home goods e-tailer captures more than 5 percent of the market.

Amazon’s growth outpaces West Elm, Target, and Pottery Barn

The home goods category is growing at 25 percent, which is right in line with the growth we’re seeing overall in e-commerce. This is impressive enough, but Amazon grew 37 percent year-over-year in this category. This is pretty remarkable considering Amazon isn’t conventionally thought of as a go-to furniture retailer.


“Amazon already dominates the home goods category online, but the rollout of private label furniture and home decor brands is a big bet in a category where consumers often feel the need to physically evaluate products before purchasing,” said Ken Cassar, principal analyst, Slice Intelligence. “The big question is whether Amazon’s quick shipping and 30 day evaluation policies will get consumers over that hurdle. The one thing that is clear is that this move is uniquely possible for Amazon because of the resources it has invested in distribution capabilities over the past 10 years.”

About this data

With a panel of 5 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.


Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.


Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world. Slice Intelligence is the exclusive e-commerce data provider for the NPD’s Checkout Tracking e-commerce service.

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