Insights Report

Amazon Laundry Care Consumer Insights

Discover consumer habits powering Amazon's laundry care.

What’s powering Amazon’s laundry care cycle?

In our latest report, our industry expert uses our new Shopper Intelligence to deep dive into laundry care consumer behavior on Amazon. Here’s a preview of the report:   

  • Search trends: Consumers are brand-focused with just 40% of search clicks on non-branded terms.
  • Best-selling brands: Tide is the top best-seller, capturing more than 14% of all sales in the category.
  • Fastest growing brands:  Arm & Hammer’s bulk packaging (enough for 140 loads) helped propel unit sales which grew 133% year-over-year (YoY) in the past six months.
  • Customer loyalty:  Eco-friendly Seventh Generation has the most loyal customer base – 44% of shoppers are returning customers.  
  •  Subscribe & Save is strong: 44% of sales in 2020 were from Subscribe & Save, the largest of any household supplies category.

Ready to read the full report?

Discover more about Amazon customers’ laundry shopping habits. 

About the Author

Ariane Turley
Lead Beauty & Personal Care Consultant Similarweb

Ariane Turley is Lead Beauty & Personal Care Consultant at Similarweb. Prior to joining Similarweb, Ariane led a team of advisors at Gartner L2 to translate data and analysis into actionable digital insights for clients across CPG, beauty, and the luxury industry.