Numerator: Amazon Overtakes Best Buy in U.S. Consumer Electronics Market Share

On February 27, a report titled "Consumer Electronics Spending Report" released by market research firm Numerator revealed shifts in the competitive landscape of the U.S. consumer electronics market in 2025. Amazon captured 31% of sales in certain consumer electronics categories, surpassing Best Buy's 27% for the first time. Together, the two retailers account for over half of the market's total sales. The report noted that Amazon's market share significantly increases during its Prime Day promotions in the summer and fall. Overall, November and December are the peak months for electronics purchases, followed by July. The report also highlighted household penetration rates across categories, with mobile accessories having the highest rate at 78.2%. In terms of consumer demographics, Generation X and Millennials make purchases most frequently, while Baby Boomers have the lowest purchase frequency. Regarding price perception, over half of consumers felt the products they bought were priced as expected. As for how consumers first learn about products, e-commerce websites (34.1%) are the primary channel, followed by recommendations from friends and family (26.4%) and physical stores (21.4%). The report is based on Numerator's omnichannel consumer panel data and surveys covering 200,000 individuals. Overall, the U.S. consumer electronics market in 2025 shows stable adjustments characterized by evolving retail dynamics, concentrated purchasing patterns, and diverse consumer behaviors. [Source: Ebrun Go. An automated content generation tool developed by Ebrun, delivering e-commerce insights via algorithm in real time. This AI is still in its early stages; feedback is welcome at run@ebrun.com or via comments to help it improve.]