A growing number of consumers shopping for small kitchen appliances are finding what they need at Amazon, according to a recent report from consumer insight firm Edge by Ascential.
The report said that Amazon sold an estimated $1.5 billion worth of kitchen electrics in 2018, a 30% increase over 2017. The company now accounts for approximately 20% of the U.S. small kitchen appliances marketplace, Edge by Ascential said.
“Small kitchen appliances are one of the most exciting product sectors because so many market forces converge on this one space,” said Chris Perry, vp/Edge by Ascential. “Food science meets technological innovation meets foodie fads. At the same time, convenience and coolness are just as important as they’ve always been.”
While Keurig garnered the most sales in the hot beverage maker segment, growth in the category was driven by espresso makers and electric kettles, both of which had a 50% increases in year-over-year sales.
“Amazon is more than aware of the value that small kitchen appliances carry for the retailer,” continues Perry. “Not only does it reinforce Amazon’s reputation as an innovator and innovation facilitator, but every kitchen appliance sale trickles down into sales of grocery and kitchen consumables.”