TEL AVIV, Isreal – In a snapshot look at trends on Amazon US’s Home & Garden category, a new report found healthy overall growth in both sales and unit volume.
For the period from July 24-25, year-over-year Home & Garden unit sales rose 6.6%, with segment revenue growth climbing 8.2%, according to The Global State of Ecommerce 2025 report published by Similarweb. The data showed that interior-focused subcategories outperformed outdoor ones during the period, which took place two weeks after the e-commerce giant’s summer 2025 Prime Day event.
Key findings:
Furniture led with the fastest growth in both revenue (+24.4%) and units sold (+14.3%).
Home Décor Products also posted strong double-digit gains, with revenue up 11.2% and units sold up 13.1%
Kitchen & Dining, the largest subcategory by revenue, maintained steady growth with revenue up 4.9% and units sold up 6.4%.
Gardening & Lawn Care along with Pools, Hot Tubs & Supplies remained stagnant or slightly negative.
“The trend suggests consumers are prioritizing upgrades and enhancements inside the home over outdoor projects, creating clear opportunities for brands and sellers in interior furnishing and décor, while outdoor-focused segments may require targeted strategies to reignite growth,” the Similarweb commented.
The report also looked at the health of online marketplaces, finding that Amazon and Temu are adding sales faster than specialized online stores. Still, aggregated sales from marketplaces rose only 1% during the period.
AI is beginning to make its mark on e-commerce sales. Although the amount of traffic driven to online retailers from chatbots like ChatGPT is fairly small, the trend is growing – with referrals particularly impactful with “high-intent” shoppers.
Similarweb estimates the conversion rate for visits referred by ChatGPT is 11.4%, compared with 5.3% for organic search.
“There’s a lot of panic in the market over AI-driven changes in search, but that should not obscure the upside,” said Laurie Naspe, director of market insights at Similarweb. “We believe brands and sellers who successfully optimize for AI visibility are likely to capture a new traffic channel that delivers high-intent visitors – people who are primed to buy because they’ve already done their research in ChatGPT or Gemini.”
