During July, several key categories stood out on Amazon and Walmart, reflecting shifting consumer priorities and seasonal trends, heavily influenced by Amazon Prime Day and Walmart’s Deals for Days events.

Amazon:

Home & Kitchen (20.1%): Amazon’s Home & Kitchen category maintained its strong performance, accounting for 20.1% of total ad spend. With summer in full swing, consumers prioritized outdoor dining, hosting gatherings, and updating their living spaces. Advertisers promoted a wide range of products, from cooking gadgets and kitchen appliances to patio furniture and home decor, capitalizing on the desire to create comfortable and stylish spaces for summer entertaining. This category was boosted by Prime Day, with significant discounts driving consumer interest and engagement.

Health & Household (17.9%): Health & Household accounted for 17.9% of ad spending in July, as people prioritized well-being during the hot summer months. The focus on health essentials and ongoing interest in personal care and hygiene products made this category stand out during July. Prime Day deals on wellness products, fitness gear, and health gadgets were crucial in driving demand and ad spend in this category.

Clothing, Shoes & Jewelry (10.5%): Back-to-school shopping and summer fashion trends drove the 10.5% increase in ad spend in the Clothing, Shoes, and Jewelry category in July. Consumers were looking for seasonal clothing, accessories, and footwear to refresh their wardrobe. Advertisers capitalized on this demand by promoting new collections, summer sales, and back-to-school essentials, keeping this category at the top of consumer shopping lists. Prime Day promotions on clothing and accessories helped it perform even better.

Walmart:

Home (29.9%): Walmart’s Home category was the top performer, accounting for 29.9% of ad spend in July. As consumers sought to upgrade their living spaces, Walmart’s Deals for Days event boosted the category’s popularity. Advertisers promoted furniture, decor, and storage solutions for summer renovations and home improvement projects. Walmart’s competitive pricing and diverse product offerings made it a popular destination for shoppers looking to improve their homes, resulting in significant advertising investment.

Patio & Garden (18.0%): Patio & Garden remained a top priority, capturing 18.0% of ad spend during July. As outdoor living continued to be a focus, consumers invested in creating inviting spaces for relaxation and socializing. Advertisers promoted outdoor furniture, grills, and gardening supplies, which aligned perfectly with the summer season. Walmart’s Deals for Days helped boost sales in this category, offering discounts that attracted consumers looking to upgrade their outdoor spaces.

Home Improvement (7.1%): Home Improvement also saw an increase in advertising spending, accounting for 7.1% of the overall market. Summer DIY projects and maintenance needs drove advertisers to target homeowners and renters with tools, materials, and products for various home upgrades. From paint and hardware to landscaping tools, Walmart’s Home Improvement category had everything a homeowner needed to tackle summer projects. Deals for Days promotions made these products more accessible, accelerating the category’s growth.

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*The percentage values above represent each category’s share within the overall marketplace.*