The Low Down:The Garden and Outdoor Category on Amazon
The Outdoor category on Amazon shows significant growth globally in 2024, especially in the UK and US markets. This is predominantly driven by trends in home improvement, outdoor leisure and the rising popularity of outdoor activities over the last few years. The category is home to a wide variety of subcategories including gardening tools, outdoor furniture, sports equipment and camping gear. The category covers products from all over, from big to small, from bird seed to bungee cords, flower pots to furniture, and beyond.
In 2023, outdoor related sales on Amazon grew notably, and these revenue expectations continued into 2024, due to a sustained interest in gardening and outdoor furniture and health related activities, especially coming out of the Pandemic. Rising interest in DIY, urban gardening and outdoor socialising in both the US and UK make the Garden and Outdoor category an incredibly opportunistic category for Amazon Sellers, that is likely to continue well into 2025 and beyond.
Let’s spotlight a few of these categories, most notably Outdoor Furniture, Gardening Equipment, and Camping and Outdoor Gear.
Outdoor Furniture
Consumer Preference and Trends
This subcategory has grown in very interesting ways in the US and UK over the last few years. In both regions, consumers typically prioritise aesthetics and durability, focusing on space saving products and weather resistant design that can slot into both urban and suburban lifestyles.
In the Pandemic when shoppers were spending much more, if not most of their time at home, the subcategory saw a surge in interest beyond the strong amount that already existed. Consumers wanted to make the most out of their spaces, be it expansive or limited, while also being aesthetically pleasing.
Products such as lounge furniture and modular designs made from sustainable materials are popular in the UK due to limited space in urban areas and a strong focus on environmental awareness. This is different to the US, where we see trends geared more towards expansive patio set ups and enhancing larger outdoor spaces for social gatherings. This subcategory shows surges in demand in the months of May - October, covering the better-weather Summer season.
Big Brands
In the US, brands such as Mainstays and Best Choice Products hold significant shares of this subcategory as they offer a range of budget-friendly and attractive furniture to fit more expansive set ups. They also have extensive presence in physical stores which further strengthens brand recognition on Amazon.
In the UK, Keter and Outsunny are some of the key players with their reputation for durable, weather-resistant furniture that caters to both small and large spaces. Keter especially speaks to environmentally conscious customers as they provide products with a focus on high-quality resin base materials.
Advertising Strategy
Sponsored Video: Visual ads are particularly effective in this category as they allow consumers to see furniture aesthetics and potential set up options. Use both Sponsored Brands and Display to show consumers what your furniture looks like and how it can be best placed to help them envision your products in their own space.
Sponsored Brands: Highlight collections to drive cross-category purchases, showing consumers how various items complement each other across your own product portfolio.
Seasonal Promotions: Target high sales periods such as Spring and early Summer with exclusive promotions to capture early demand before the seasonal peak. Promoting the durability and ease of use of your products through customer testimonials can also enhance trust in this period and further drive conversions.
Gardening Equipment
Consumer Preference and Trends
Hobbyist gardening remains popular, especially using eco-friendly tools and beginner kits promoting sustainable and organic gardening. DIY garden kits also have strong appeal, with compact, indoor-friendly tools being popular in urban areas, and larger kits being in demand for suburban consumers.
Urban gardeners in the UK are most notably looking for compact tools and self-watering planters, and there is a large interest in eco-conscious products such as organic seeds and products made from sustainable materials. The US shows a strong focus on vegetable gardens and DIY ser ups, with an increased demand for automated watering systems and sustainable gardening kits, similar to its UK counterpart.
Big Brands
In the UK, Makita, Dewalt and Black+Decker lead with high-quality power tools that appeal to both hobbyists and professional gardeners. Their strong reputation for durability also gives them an edge in this space.
In the US, Scotts and Miracle-Gro dominate with their soil, seeds and plant food. They are well known for effective results and also build consumer loyalty through their established presence in physical gardening centres, as well as online.
Advertising Strategy
Keyword Targeting: Targeting specific consumer searches such as “beginner garden kits” and “eco-friendly gardening tools” can work well in effectively reaching consumers with specific needs. Mindful these terms may be expensive due to their search volumes, so pay close attention to CPCs relative to your max bids to maintain a good profit margin.
Strong Content Marketing: A+ content can also include gardening tips and tricks or seasonal guides to help consumers use your products for optimal results.
Video Ads: Short but clear instructional videos and product demos work well in this subcategory, especially for power tools.
Camping and Outdoor Gear
Consumer Preference and Trends
Increased interest in outdoor adventure and self-reliance products has fueled demand for camping and survival gear, with many families seeking accessible outdoor experiences to spend time together such as camping.
Products that support sustainable camping practices, such as reusable or solar-powered items, are appealing to eco-conscious outdoor enthusiasts. Also, many consumers seek affordable options for camping gear as a cost-effective way to enjoy the outdoors without extensive travel. Consumers in the UK tend to favour lightweight gear, especially due to limited car space and travel logistics. In the US, the focus is on durability and comfort, with consumers seeking family-friendly camping equipment, like large tents and portable cooking gear.
The Camping and Outdoor Adventure Gear category on Amazon also experiences very distinct seasonal trends influenced by weather and holidays. For example, Spring marks the beginning of camping season in both the UK and US and consumers prepare for upcoming warm-weather outings, so demand rises for tents, sleeping bags, and outdoor cooking products. Summer of course is the peak season for camping and outdoor gear, with a surge in purchases for family-sized tents, portable stoves, and coolers. Items like hammocks, camping chairs, and sun protection gear also see high demand during this time. Sales are also driven by school holidays and camping trips, as well as outdoor events like music festivals.
With a drop to cooler weather in Autumn, increased demand for insulated sleeping bags, portable heaters, and all-weather tents is evident in this subcategory. Consumers also buy gear suitable for back-to-school camping trips, hunting season, and early winter prep in regions with milder climates. Although overall demand declines in Winter, certain gear like cold-weather sleeping bags and gear for snow sports see seasonal upticks. Holiday gifting also boosts sales for compact camping items, survival kits, and portable tools, which are popular gifts for outdoor enthusiasts.
Big Brands
In the US, YETI is well known for premium, durable coolers and drinkware, YETI has a strong following due to its high-quality products suited for multi-day camping and outdoor adventures.
In the UK, Outsunny, Vango and Lifeventure are some of the biggest players in the space. Outsunny is known for their affordability and durability which appeals to budget-conscious consumers, Vango is trusted for high-quality, weather-resistant camping gear suited for the UK's unpredictable weather and Lifeventure specialised in compact, lightweight products catering to the likes of hikers and backpackers.
In both regions, Coleman, North Face, and CamelBak are also well-established in the camping space. They’ve all built strong reputations around quality, durability, and brand loyalty, often supported by a high volume of consumer reviews and strong ratings.
Advertising Strategy
Seasonal Campaigns: Targeting Summer and Spring seasons is crucial, as consumers often plan camping trips during these times. Broad keyword campaigns like “camping essentials” help attract both beginners and seasoned campers. However, if you have limited budgets be mindful that these terms may cover a broad array of products, so perhaps consider better placing your spend on specific terms related to your product such as “portable campaign lamp” over “camping essentials”.
Vine Program and Sponsored Display Ads: Using the Vine program to gain early product reviews, particularly for new products, establishes credibility. Retargeting with Sponsored Display Ads keeps products visible for those who browse but do not immediately buy, especially tied with seasonal peaks.
Enhanced Brand Content: Use lifestyle images to show products in action, such as tents set up in scenic locations or families using portable grills, appealing to adventure-minded consumers.
The Amazon Outdoor category shows strong growth potential in both the UK and US, reflecting consumer interest in home improvement and outdoor recreation. Region-specific trends are evident, with UK consumers focusing on space-saving and eco-friendly options, while US consumers prioritise durable, family-oriented setups. Leading brands tend to dominate due to their focus on quality, innovation, and strong consumer recognition and effective advertising strategies include seasonal campaigns, retargeting, video ads, and informative content. As demand continues to evolve, brands that prioritise high-quality visuals, educational content, and targeted promotions will have a competitive advantage in this flourishing sector, it's certainly not one to be overlooked!
Want to know more about the Garden and Outdoor category on Amazon? Get in touch with us at zeal@zealagency.co.uk or at www.zealagency.co.uk.
