New York – Neither is a frequently purchased category across retail, especially compared to picture frames, candles and other products under the Home Décor umbrella at Amazon.
Still, curtains/drapes and area rugs are far and away the chief category drivers in home décor, according to YipitData. For 2022, the 2 categories led all others in home décor, with category share ranging from 9%-13%.
Home décor products are highly influenced by seasonality, with category share shifting significantly during the holiday season. But soft window and area rugs maintained their leadership throughout the year.
Among the top area rug brands on Amazon, Safavieh stands out as the top area rug brand on Amazon with brand share growing to 19% in 2022. Among the other top performers, Loloi distinguished itself by more than doubling its brand share last year.
YipitData’s review of Amazon’s 2022 home furnishings business also found that although furniture sales are Amazon’s second highest grossing product category, home décor products exceeded furniture GMV in December 2022, growing 18% YoY and reaching almost $1 billion.
Sales of bath products remained fairly flat throughout 2022. Sales in the bedding category – which at Amazon includes bedding textiles along with mattresses – rebounded during the final four months of 2022 after having been in a lull for much of the year.