Amazon Investing In Home Office Furniture Growth

NEW YORK— Amazon is investing in its own furniture brands, making them a point of advantage when it comes to the promotion of mass-market furniture, and home office has become a critical part of that, especially recently.

Coresight Research pointed out that the company now identifies 111 own-brands that sell through its site. Of those, 33 have more than 100 available items, with Rivet, the company’s mid-century furnishings line being one. In fact, at 2,177 items on Amazon, Rivet comes in second in product portfolio terms after AmazonBasics, which offers 4,152 items, but before AmazonEssentials, which is focused on apparel and offers 2,092 items. AmazonBasics offers a range of products with furniture, including office furniture, represented.

Rivet offers a broad assortment of home office products ranging from desks to storage items to chairs to task lamps with some emphasis on small-space products. Beyond that, Amazon’s other furnishings private label, Stone & Beam, includes 243 items.

Stone & Beam, a somewhat upmarket casual traditional line with cottage, modern and industrial influences, also carries a full range of office furnishings including desks, chairs, lamps and storage pieces.

In an interesting note, during mid-May, the landing page for both the Rivet and Stone & Beam brands had home office furniture in a top featured spot. The Rivet page had the home office click-through box placed just below the uppermost flags explaining the brand and style, and next to the slot of dining furniture introductions in the brand, while home office products occupied the shop by category slot for Stone & Beam. —Mike Duff