industry marketing

Home goods and furniture marketing

From home decor to kitchen appliances, the home goods industry is growing as consumers buy and rent homes, reimagine living spaces, and upgrade their environments. Discover how Amazon Ads can help your home goods business grow.

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Home goods and furniture shoppers today

According to a recent study conducted by Circana, home units are forecasted to grow starting in 2026, with dollars returning to growth in Q3 2025.1 Fewer new products released in 2023 will contribute to the slowdown in growth in 2024. They go on to report some categories will start to hit the replacement phase in 2024 with this variable picking up more in 2025 and beyond. As consumers started to normalize spend back to pre-pandemic levels, competition for every dollar is becoming more and more apparent. With advertisers leaning into lower funnel tactics, this competition is driving up cost-per-clicks and as a result, return on ad spend is decreasing. Amazon Ads can help you recalibrate your media mix to make the most use of your media dollars.

Home goods and furniture marketing insights

70%

70% of respondents who saw a home goods ad said customer reviews are an important part of their decision making 2

62%

62% of surveyed home shoppers reported they often try new brands and products 3

53%

53% of surveyed home goods shoppers said they had multiple brands/products in mind or were not thinking of any brands while shopping 4

55%

55% of surveyed home goods shoppers agreed they learn the latest home goods trends by engaging with their favorite entertainment 5

How do I advertise my home goods and furniture products?

Two friends sitting on a sofa watching TV.

Build awareness in relevant channels

With Streaming TV and online video ads, your brand can navigate audience fragmentation by reaching viewers who are already using Amazon services like Prime Video Live Sports, Amazon Freevee, and more.

Three people looking at a computer screen.

Increase discoverability during the shopper research period

By using solutions like Sponsored Products, Sponsored Brands, and Sponsored Brands video, you can help shoppers discover your brand and product offerings throughout their shopping journeys anywhere they spend their time.

Woman holding three colorfully wrapped packages.

Create innovative digital experiences for customers

Take your marketing campaign to the next level by teaming up with our Brand Innovation Lab. By working with them, your brand can create custom marketing experiences that surprise and delight audiences in inventive ways.

Sources

  1. Circana 2024 Future of Home Commentary, US, February 2024
  2. Amazon Shopper Panel, May 2024, US n=911
  3. Kantar and Amazon Ads quick fire study, US, December 2023 n= 600
  4. Amazon Shopper Panel, US, May 2023 n=819
  5. Kantar and Amazon Ads quick fire study, US, December 2023 n= 516