U.S. – Amazon has launched two furniture brands, called Rivet (the cheaper one of the two brands) and Stone & Beam. Despite the fact it is a new market for the online giant, it has immediately revealed quite an extensive product range, including sofas, chairs, tables and several hundred other products.

Amazon also recently created a new program for furniture sellers in an attempt to get them to sell furniture on Amazon. Retailers can adjust prices according to the customer’s service request and are not forced to sell across the nation. With its own two furniture brands, Amazon hopes to give its web shop’s furniture category a first boost.

Amazon describes Rivet as “stylish and versatile mid-century modern furniture and décor,” and the retailer’s website had a range of sofas, rugs and light fixtures. Stone & Beam, the company said, emphasizes comfort and durability. The company isn’t launching new products for its older Strathwood outdoor furniture and lighting line.

With these new furniture brands Amazon becomes a more agressive player in the online furniture retail segment where Wayfair has been the undisputed leader for several years. Another important player in the segment is IKEA, which has seen its online sales grow at double digits and has announced the posibility of selling its products through diferent online retailers.

On October Amazon reported 3Q-2017 figures where net sales increased 34% to USD 43.7 billion, compared with USD 32.7 billion in 3Q-2016. Net sales include USD 1.3 billion from Whole Foods Market, which Amazon acquired on August 28, 2017. Excluding Whole Foods Market and the USD 124 million favorable impact from year-over-year changes in foreign exchange rates throughout the quarter, net sales increased 29% compared with third quarter 2016.

Operating income decreased 40% to USD347 million in the third quarter, compared with operating income of USD 575 million in third quarter 2016. Operating income includes income of USD 21 million from Whole Foods Market. Net income was USD 256 million in the third quarter, compared with net income of USD 252 million in third quarter 2016.