• Clint Engel

Data firm pegs Amazon for $3B in 2017 U.S. furniture, mattress sales

SALT LAKE CITY — Amazon appears to be on its way to generating $3 billion or more in U.S. furniture and mattress sales this year, based on first-half sales estimates in a new report by e-commerce sales data source One Click Retail.

The data firm said it doesn’t project sales out but pegged Amazon.com’s 2016 furniture sales at $2.3 billion and said its business in the category through Aug. 5 this year already has reached $2 billion, up 50% year-over-year.

The 2016 figure is larger than the $1.15 billion estimate One Click provided to Furniture Today last month for Amazon’s U.S. furniture and bedding sales, which referred only to its estimate for first-party sales sold and shipped by Amazon. The new report includes third-party sales by other furniture and bedding sellers on the marketplace.

Amazon has declined Furniture Today’s requests for a breakout of its furniture sales numbers. The data firm says it uses “a combination of website indexing, machine learning and proprietary software to estimate weekly online sales figures” but has not disclosed additional details about it methodology.

The hottest home furnishings subcategory by far, according to the One Click Retail report, is mattresses sets, including box springs and foundations. Business in the category is up 90% year to date (through Aug. 5) to $640 million, the report said. That’s followed by a 50% sales increase in bedroom furniture and a 45% gain in living room furniture sales. Bedroom and living room combined for $565 million in sales year to date, according to the report.

The report tipped its hat to Amazon e-commerce competitors Wayfair and Overstock. com and called Wayfair “the clear e-commerce leader in the online furniture sales category.”

“But Amazon is not content in second place,” said author Nathan Rigby, One Click Retail’s vice president sales and marketing. He referred to reports of the e-commerce giant’s latest furniture building strategies, including new warehouses, a new pricing and delivery program for third-party furniture sellers and the launch of Amazon Home.

The company hasn’t been perfect, Rigby said in the report, noting, “for some product groups which may have at one time been considered ‘e-commerce proof,’ Amazon didn’t act fast enough allowing savvy innovators to corner the market.”

In furniture, that innovator is Wayfair, the report said. “Amazon has now committed to competing with the standards Wayfair has set.”

Its recently launched Amazon Home, for instance, offers price comparisons and the ability to browse furniture by room.

One Click said a Zinus 12-inch memory foam Green Tea queen mattress is the top-selling furniture item so far this year, followed be a Tuft & Needle mattress and three more Zinus mattresses.

A Zinus mattress also is the top seller for Amazon in Canada, where the company has done an estimated $30 million in furniture sale this year. In Germany, the online retailer did an estimated 90 million euros in furniture business year to date, or about $106.3 million, the report said.

One Click’s sales estimates are for furniture and bedding categories only, including youth furniture and dining room furniture. It doesn’t include home accents, area rugs or lighting, according to a research analyst.

Clint EngelClint Engel | Senior Retail Editor, Furniture Today

Please feel free to email or call me with all of your retail news and tips, including expansion news, successful merchandising and marketing strategies and anything else you would like to see covered by Furniture/Today.  Contact me directly at cengel@furnituretoday.com or 336-605-1129.


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