Meet&CoTEL AVIV, Israel – A new analysis of Amazon’s U.S. Home & Garden business shows that consumers are spending more on indoor products than on outdoor goods, with sales momentum building in the weeks following Prime Day 2025.
According to Similarweb’s Global State of E-commerce 2025 report, Home & Garden sales on July 24–25 rose 6.6% in unit volume and 8.2% in revenue compared with the same period last year. The data highlights stronger gains in interior-related categories, while outdoor-focused items lagged.
Highlights from the report:
Furniture posted the sharpest gains, with revenue up 24.4% and unit sales up 14.3%.
Home Décor Products also performed well, recording 11.2% revenue growth and 13.1% unit growth.
Kitchen & Dining, the largest revenue driver in the category, grew steadily (+4.9% revenue, +6.4% units).
Gardening & Lawn Care and Pools, Hot Tubs & Supplies showed flat or slightly negative results.
The findings suggest consumers are directing budgets toward improving their interiors, while outdoor projects have slowed. “This shift creates clear opportunities for furniture and décor sellers, while outdoor categories may need new strategies to re-ignite demand,” Similarweb noted.
Marketplaces and AI trends
The report also pointed out that Amazon and Temu are gaining share faster than specialized online retailers, though overall marketplace sales edged up just 1% in the review period.
AI’s influence is beginning to show in e-commerce traffic. Referrals from chatbots such as ChatGPT remain small but are delivering high-intent shoppers, with a conversion rate of 11.4%, compared to 5.3% from organic search.
“There’s been a lot of market anxiety about how AI will disrupt search,” said Laurie Naspe, Similarweb’s director of market insights. “But the real opportunity lies in optimization for AI visibility—brands that succeed here can tap into a growing stream of ready-to-buy visitors who have already researched through ChatGPT or Gemini.”
