New Year, New Business Opportunities! Amazon’s U.S. Wedding Market Penetration Rate Reaches 45%

According to a recent survey by data analysis agency Baird, more and more American newlyweds are signing up for Amazon and Target's "wedding plan" projects, and BedBath & Beyond, which was previously the most popular in the market, has begun to "fall out of favor."

The survey shows that BedBath & Beyond's penetration rate in the wedding market has dropped to 30%, down from 33% in October and 34% in July, and is its lowest level in six years.

Amazon is the No. 1 retailer in the wedding market, with 45% penetration, according to the latest survey from Baird, which tracks averages for the fourth quarter. The next largest retailers are Bed Bath & Beyond, with 30%, and Target, with 26%.

Baird tracks wedding registrations among retailers on a quarterly basis and has seen a significant shift in the market since Baird began tracking it in January 2017. Previously, BedBath led the pack with 44% market penetration share, followed by Target at 29%, Amazon at 20% and Macy’s at 19%.

The changes reflect surging sales at Amazon and the declining appeal of some brick-and-mortar players, including Macy's and Bed Bath & Beyond.

The wedding program registration rate is an important indicator for retailers selling wedding supplies. The platform will provide discounts to buyers who register for the program. On the Amazon platform, this discount is limited to self-operated products.

However, as long as buyers register for the platform's wedding plan, their loyalty to the platform will be deepened, giving the platform a greater chance of becoming the preferred platform for couples when purchasing for their newlyweds and future families, including baby products, household items, and more.

In addition, many analysts expect a wedding boom in 2022, with The Wedding Report predicting 2.5 million couples will get married in 2022, which would be a four-decade high.

Editor ✎ Xiao Zhu/

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