Millennials Helped Amazon Take 4 Percent of All Retail Sales in 2017

According to e-commerce analytics company One Click Retail, Amazon took 4 percent of all retail sales in the U.S. in 2017, with millennials driving sales in home and kitchen goods, reports CNBC.

Sales on the platform also represented 44 percent of the nation’s e-commerce sales, according to CNBC. One Click Retail attributes some of the online retailer’s e-commerce market share to millennials who are now entering more traditional life stages, such as home ownership and parenthood.

“Every major trend we see across 2017 can be explained by the fact that more of Amazon’s core demographic (millennials) are growing up: they’re increasingly owning homes, raising children and buying a ton of stuff to go with it,” One Click Retail CEO Spencer Millerberg says in the company’s annual Amazon report. “The bulk of the estimated $5.5 billion in home and kitchen sales comes from young people—those who shop from Amazon the most—investing in their homes and in their families.”

Luxury beauty products, pantry items, grocery goods and furniture were Amazon’s fastest growing categories in 2017, according to the report. Amazon’s purchase of Whole Foods last summer helped drive sales in consumable products (grocery, health and personal care, beauty and pet products) and private-label brands, says One Click Retail, as Whole Foods’ 365 Everyday Value brand was the e-commerce retailer’s second-largest private brand.