Home Kitchen Appliances: Winners and Opportunities for Brands?

We recently assessed the Home and Garden category on Amazon and have formed a view on what we believe the category to be worth and who the largest players are. According to data extracted from Jungle Scout, we estimate the category is worth well in excess of £1B annually on Amazon. We reviewed a number of subcategories and found something consistent across several of them: Shark Ninja has shown incredible dominance across the board.

Just focusing on a sample of products within Blenders and Food Processors, we can see clear domination from the brand. They own 42% of the market share, which dwarfs all other brands — including Nutribullet, who hold just over half of that.

We recently assessed the Home and Garden category on Amazon and have formed a view on what we believe the category to be worth and who the largest players are. According to data extracted from Jungle Scout, we estimate the category is worth well in excess of £1B annually on Amazon. We reviewed a number of subcategories and found something consistent across several of them: Shark Ninja has shown incredible dominance across the board.

Just focusing on a sample of products within Blenders and Food Processors, we can see clear domination from the brand. They own 42% of the market share, which dwarfs all other brands — including Nutribullet, who hold just over half of that.

Within the Home category, there is still plenty of space for brands to grow on Amazon — and Shark Ninja is a clear example of a brand that arrived late to the platform but still managed to achieve dominance.

If you're looking to build upon your Amazon approach or get started, get in touch with our experts today.