Bedding & Pillows top sales in the Linens category on Amazon.de
By: Suraj Ravindra Gurav Analytics and Media Manager, and Ashton Brown, Technical Writer
Amazon Category Insights: Each year, Amazon Ads researchers analyze shopping behaviors at the category level to provide advertisers with insights that can help inform marketing strategies.
In this article, we will look at the year-over-year metrics of the Bedding & Pillows category in Amazon’s store between December 2019 and November 2021 through two lenses. First, we look at how the category performed overall within the Linens industry on Amazon.de (Germany) in terms of total sales and sales growth. Second, we highlight the shopping behaviors and trends within the category.
After looking through both lenses, Bedding & Pillows advertisers should have an understanding of how the category is performing overall, as well as how shopping behaviors within the category have changed.
Bedding & Pillows is the largest category in the Linens industry and continues to grow on Amazon.de
At the time of our analysis, the Bedding & Pillows category was first in sales and fifth in sales growth ranked amongst other peer categories. Below are the top-ranking categories in the Linens industry.
- Bedding & Pillows (first in sales and fifth in sales growth)
- Curtains (second in sales and third in sales growth)
- Blankets (third in sales and fourth in sales growth)
- Carpets (fourth in sales and first in sales growth)
- Cushions (fifth in sales and second in sales growth)
Shifting from category performance metrics to shopping metrics, we look at two behaviors: (1) how new-to-category customers (customers purchasing a product within a category for the first time) entered the Bedding & Pillows category and (2) what they are shopping for within the category.
In 2021, new-to-category customers entered the Bedding & Pillows category consistently throughout the year, with December through March being higher-than-average entry points
Between December 2020 and November 2021, millions of shoppers visited the Bedding & Pillows category for the first time. Since these are all potential customers, it is important to understand how and when these new-to-category shoppers entered the category. Our data found that the number of new-to-category shoppers were consistent throughout the year, with December through March being higher than usual.
Monthly share of annual new-to-category shoppers
New-to-category customers primarily entered through the Pillows sub-category
73% of new-to-category customers entered the Bedding & Pillows category through the Pillows sub-category.
Top entry sub-categories
Fitted Sheets: %
71% of new-to-category Bedding & Pillows shoppers purchased other products on Amazon.de
While it is important to understand how and where customers are entering the category, it may also be useful to know where else these consumers may be shopping on Amazon. Our data showed that 71% of new-to-category customers purchased products from other categories prior to purchasing a Bedding & Pillows product. Top overlap categories, ordered by purchase propensity, are:
- Rugs (area rugs / decor)
- Mattresses & bed sets (individual items / sets)
- Mattresses & Mattress frames (individual items / sets)
- Living Room Furniture (sofas / chairs)
- Boys’ Raincoats (jackets / outerwear)
As seen in this study, the Bedding & Pillows category was the first-ranked category in terms of sales in the Linens industry on Amazon.de. Millions of new-to-category customers entered between December 2020 and November 2021, with December through March being higher than average for entry.
To improve performance on Amazon.com, Bedding & Pillows advertisers can consider adjusting ad spend to better align with the top entry categories and categories within the Linens industry. Advertisers looking to attract first-time buyers can also consider marketing products in top overlap categories, as well as including top keywords (by size and by trending) in their sponsored ads campaigns.