This week we are stirring things up in the category “Home & Kitchen” on Amazon DE: This category covers everything you need to set up your home: Small and large domestic appliances, furniture, home accessories, tableware etc.

The broad assortment is the reason for that the demand is very stable over the course of the year, with a slightly lower demand in summer and a strong peak in Q4.

2020 sales growth was at 38% yoy. The sales increase was driven by the COVID-19 pandemic, which can be seen in Q4 2020, when during the second/third lockdown numbers were going up by 65% yoy.

2021 sales started out strong with a ~50% sales growth compared to 2020.

The combination of summer – where sales typically shift from home related indoor categories (kitchen) to home related outdoor categories (garden) – and the flattening of the pandemic accompanied by less regulations, results in a declining sales trend since June. This leads to a total yoy sales growth of 18% ytd only.

We can observe this declining trend in other categories as well, so sales performance in Q4 will determine the total year performance. 

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*metoda original research

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