Momentum Commerce analyzed revenue growth across Amazon US, focusing on the top 100 fastest-growing tier-3 subcategories (e.g. Home & Kitchen > Furniture > Bedroom Furniture) between the first half of 2024 and 2025, focusing on raw revenue change as opposed to percentage growth. The results highlight how consumers are shifting more of their collective dollars into everyday essentials, alongside pockets of growth for bigger-ticket discretionary items.

Health & Household Leads the Charge

Health & Household subcategories represented 20% of the 100 fastest-growing subcategories, underscoring the category’s continued ascendence on Amazon. Over-the-Counter Medication posted the largest raw dollar gain, pushing the category up +7% year-over-year, showcasing rising consumer demand for everyday health essentials.

Household & Lifestyle Momentum

Home & Kitchen (13%) and Grocery & Gourmet Food (12%) both commanded sizable shares of the top 100 fastest growing subcategories. Standout tier 3 performers included:

• Bedroom Furniture +28% in Home & Kitchen
  
• Bottled Beverages, Water & Drink Mixes +13% in Grocery

Bedroom furniture seeing such strong growth highlights how despite some macroeconomic pressure, some larger-ticket household categories remain strong.

Pockets of Growth in Electronics & Apparel

While overall search activity is declining across Electronics and Clothing, Shoes & Jewelry, there are a number of subcategories in each where substantial revenue growth is still occurring. Both categories accounted for 11% of the fastest growing subcategories, with the top growing subcategories in these areas being:

• Computers & Tablets +32% in Electronics
  
• Women’s Clothing +24% in Clothing, Shoes & Jewelry

Virtual Reality Headsets also surged +670%, the single most dramatic tier 3 growth rate on a percentage basis across the top 100 by raw dollar figures. This emphasizes how this still emerging technology is capturing significant demand on Amazon. .

Fastest Growing Tier 3 Subcategory in Each Top Level Category by Raw Revenue Gain – H1 2024 vs. H1 2025

• Health & Household
  • Over-the-Counter Medication +7%
• Home & Kitchen
  • Bedroom Furniture +28%
• Grocery & Gourmet Food
  • Bottled Beverages, Water & Drink Mixes +13%
• Electronics
  • Computers & Tablets +32%
• Clothing, Shoes & Jewelry
  • Women’s Clothing +24%
• Beauty & Personal Care
  • Skin Care +7%
• Patio, Lawn & Garden
  • Canopies, Gazebos & Pergolas +50%
• Automotive
  • Motorcycle Parts +33%
• Sports & Outdoors
  • Cycling +37%
• Tools & Home Improvement
  • Hand Tools +11%
• Industrial & Scientific
  • Food Service Equipment & Supplies +29%
• Toys & Games
  • Card Games +27%
• Appliances
  • Parts & Accessories +16%
• Office Products
  • Paper +6%
• Arts, Crafts & Sewing
  • Craft Supplies +23%
• Cell Phones & Accessories
  • Virtual Reality (VR) Headsets +670%