Industry marketing
Home improvement marketing
Customers are out shopping for the home improvement products they need, from power tools to gardening equipment. By 2025, the tools and home improvement category is expected to reach over $620 billion in the US alone and is growing at a rate of 4% annually.1 Discover how your brand can potentially grow, increase sales, and help customers with Amazon Ads solutions.
Home improvement shoppers today
Home improvement customers are evolving. For example, homeowners are looking for more energy-efficient products as the costs of fuel and gas increase.2 And larger living spaces and new DIYers are helping the industry expand.3 Further, government incentives and tax credits to build more sustainable construction have stimulated the home improvement industry.4
Customers are also using digital shopping resources to inform upgrading and remodeling their homes. As the industry changes, your brand may want to consider working with Amazon Ads to reach different customer segments.
Home improvement shopping trends
A recent study conducted by Kantar and Amazon Ads found the following insights about the tools and home improvement audience:
60% of tools and home improvement shoppers surveyed reported that they engaged with an online touchpoint during their path to purchase.5
34% of tools and home improvement shoppers surveyed reported that they looked up products online while in-store.6
59% of home improvement shoppers surveyed reported that they browse Amazon to help them learn about products, and then they purchase those products elsewhere.7
Opportunities for home improvement marketing
Building brand loyalty
63% of tools and home improvement shoppers surveyed reported that they are open to discovering new brands early on in their purchasing journey. Therefore, brands cannot solely rely on past sales to drive future purchases. Instead, brands should consider developing campaigns that foster brand trust, love, and loyalty through messaging, creative, and promotional marketing strategies.8
Reaching new audiences where they are
As new shoppers enter the home improvement category, brands may want to consider adapting to audiences’ media consumption preferences, including shifting from linear TV to streaming TV and digital videos. Ninety-five percent of tools and home improvement shoppers surveyed reported that they are using a streaming TV service or device.9
Creating digital experiences
As more shoppers use digital sources to browse, learn about, and purchase home improvement products, brands have an opportunity to develop elevated digital shopping experiences for their customers. Virtual reality (VR) and augmented reality (AR) present new opportunities for brands to help audiences visualize products before making a purchase. As the home improvement industry grows, VR/AR and the metaverse are expected to increase spending on home and home-related categories to $697 billion.10
Amazon Ads home improvement insights
44% of home improvement shoppers surveyed reported that they visit the Amazon store during their shopping journey to browse and discover products. And 59% of those shoppers who visited Amazon’s store reported that they then make a product purchase elsewhere.11
Shoppers who visited Amazon are 1.5x more likely to be motivated by advertising compared to those who did not visit Amazon, with 58% reporting they were motivated to make a purchase after seeing an ad.12
74% of tools and home improvement shoppers surveyed reported that they stream TV shows and movies using an Amazon-owned service or device.13
Home improvement marketing tips
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.
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 wherever they spend time.
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.
1 North American Hardware and Paint Association, Hardware Retailing, US, January 2022
2-4 Home improvement marketing, Global Marketing Insights, US, 2021
5-7 Tools and home improvement path to purchase, Kantar and Amazon Ads, US, May 2022
8, 9 Tools and home improvement path to purchase, Kantar and Amazon Ads, US, May 2022
10 “The Metaverse: Evolutionary or Revolutionary?” Morgan Stanley, November 2021
11-13 Tools and home improvement path to purchase, Kantar and Amazon Ads, US, May 2022
* Tools and home improvement path to purchase includes the following categories: Power and hand tools, paint and supplies, smart home and security, and lighting