Amazon controls marriage registry market, survey finds

A growing number of couples are turning to Amazon to complete their marriage records rather than traditional retailers, according to the results of a recent survey obtained in the mail.

Amazon controlled 45% of wedding list listings in the fourth quarter of 2021, according to a quarterly survey conducted by Baird and released on January 2. The survey tracks how often couples list retailers or brands on their online registries.

The e-commerce giant’s “list penetration” into marriage records was the highest of any company since Baird started tracking data six years ago.

Bed Bath & Beyond, the home goods retailer that once dominated the market, saw its share drop to about 30% for the quarter, according to the survey.

That figure marked a significant drop for the company, which controlled a 44% share of marriage registry listings at one point in 2017. It was also the lowest share for Bed Bath & Beyond in the history of the investigation.

A growing number of couples are turning to Amazon to complete their marriage records rather than traditional retailers.
Amazon
A growing number of couples are turning to Amazon to complete their marriage records rather than traditional retailers, according to the results of a recent survey obtained in the mail.
A growing number of couples are turning to Amazon to complete their marriage records rather than traditional retailers, according to the results of a recent survey obtained in the mail.
Amazon

Target ranked third on the list, with a quarterly share of 26%. Cash and travel requests ranked fourth with 16%, followed by retailer Crate & Barrel with 15%.

The survey results were based on an analysis of random data from The Knot, a popular wedding planning service. CNBC was first to report on the results of the investigation.

Baird noted that online marriage registries are of “strategic importance” to retailers. Ledgers are full of high-margin items and are a potential way for businesses to acquire long-term customers.

Bed bath and beyond
Bed Bath & Beyond once dominated the marriage registry market.
Justin Sullivan / Getty Images
Benefits of the registry as seen on the Amazon website.
Benefits of the registry as seen on the Amazon website.
Amazon

Industry analysts expect the number of marriages to increase in the coming months if the U.S. economy recovers from the COVID-19 pandemic. At least 2.6 million couples are expected to organize weddings in 2022, according to The knot.

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