If you are looking for insights on how the direct-to-consumer channel gained a shocking six points of market share in just two years, a period in which bedding specialty stores and furniture stores both lost share, we are here to help.


This week we published our leading bedding e-tailers report, and it fills in key details about how the online mattress space is posting spectacular gains. Short answer: Because the market leaders are posting spectacular gains.

Amazon, the No. 1 bedding e-tailer, doubled its bedding business last year, hitting $250 million in sales. And, importantly, that figure does not include sales of other brands on our Top 15 list.

What is interesting about Amazon is the wide range of figures that industry insiders offer when asked about that company’s bedding business. I’ve heard figures in the $400 million range and higher. We have a more conservative view, obviously, but no one doubts that Amazon is a major force to be reckoned with in the online space.

The No. 2 bedding e-tailer is Casper, the company that has dominated industry conversations almost from the moment it launched in April 2014. We estimated Casper’s bedding business (minus accessories) at $175 million last year, an increase of 75%.

Our No. 4 player, Tuft & Needle, had a higher growth rate than its larger competitors. Tuft & Needle grew 200% last year, boosting its revenues from $40 million in 2015 to an estimated $120 million last year. The company’s in-your-face marketing messages — “Mattress stores are greedy” — rub many in the industry the wrong way, but the growth is undeniable.


And, in case you’ve forgotten, Tuft & Needle is talking about opening mattress stocked with Amazon gadgets and co-branded with Amazon. That should be a very powerful combination.

Those aren’t the only online companies riding a fast-rising sales rocket.

Purple posted a 230% sales increase last year, generating bedding revenues of $66 million, while GhostBed did almost as well, posting a 220% sales increase, generating bedding revenues of an estimated $64 million.

Also growing rapidly last year was Helix, which touts a customized mattress message. Helix grew 250% last year, generating bedding revenues of $35 million.

As impressive as those gains are, it’s wise to remember what online guru Mike Magnuson, the CEO of GoodBed.com, recently noted: Leading online players are forecasting even more growth this year.

Yes, I do expect to see consolidation in the direct-to-consumer channel soon, and I do see a shakeout coming. I’m hearing that some companies are struggling with the ever-growing competition.

And I do have to note that there are now more primarily online mattress retailers than there are beds on major brick-and-mortar retailers’ floors. In other words: There are almost 200 choices for consumers to sift through as they search for an online retailer. It may be easier to sort through mattresses on a retail floor than to sort through online retailer sites.

But I don’t expect the online boom to be ending anytime soon. This rocket continues to soar.

Mattress Comparison Reviews
Company Rating Queen Size Honest Review Customer Reviews
Love & Sleep by Nest Bedding Honest Reviews World-Class Rating $599 Review Customers
Gel Foam Bed Logo Honest Reviews World-Class Rating $649 Unboxing Customers
Brooklyn Bedding Honest Reviews World-Class Rating $750 Unboxing Customers
Honest Reviews World-Class Rating $795 Review Customers
Amore Beds Honest Reviews World-Class Rating $825 Review Customers
Snoozecube Honest Reviews World-Class Rating $849 Unboxing Customers
Luft Mattress Honest Reviews World-Class Rating $850 Review Customers
Nuvanna Honest Reviews World-Class Rating $890 Review Customers
Helix Honest Reviews World-Class Rating $900 Review Customers
Dromma Bed Honest Reviews World-Class Rating $924 Unboxing Customers
Quilbed Honest Reviews World-Class Rating $950 Review Customers
Tomorrow Mattress Honest Reviews World-Class Rating $990 Unboxing Customers
Tuck Mattress Honest Reviews World-Class Rating $990 Unboxing Customers
2920 Sleep Logo Honest Reviews World-Class Rating $995 Unboxing Customers
NovosBed Honest Reviews World-Class Rating $999 Review Customers
Eight Sleep Honest Reviews World-Class Rating $1050 Review Customers
Rem-Fit Sleep 400 Honest Reviews World-Class Rating $1099 Unboxing Customers
Luxi Sleep Honest Reviews World-Class Rating $1099 Review Customers
Rem-Fit Sleep 500 Honest Reviews World-Class Rating $1099 Unboxing Customers
Spoon Mattress Honest Reviews World-Class Rating $1100 Review Customers
Alexander Hybrid Honest Reviews World-Class Rating $1199 Review Customers
Indigo Sleep Honest Reviews World-Class Rating $1245 (Luxury) Unboxing Customers
Big Fig Mattress Honest Reviews World-Class Rating $1499 Unboxing Customers
Sleeping Pure Logo Honest Reviews World-Class Rating $1999 (Ovation) Unboxing Customers
IntelliBed Honest Reviews World-Class Rating $3899 Unboxing Customers
Douglas Mattress Honest Reviews C$799 Unboxing Customers
Chiro Foam Honest Reviews C$990 Unboxing Customers
Bruno Sleep Honest Reviews World-Class Rating £675 Unboxing Customers
Emma Mattress Honest Reviews World-Class Rating £679 Unboxing Customers
eve UK Mattress Honest Reviews World-Class Rating £699 Review Customers
Sunrising Bed Honest Reviews Good Rating $399 Review Customers
PangeaBed Honest Reviews Good Rating $770 Review Customers
eve Mattress Honest Reviews Good Rating $849 Review Customers
Bear Mattress Honest Reviews Good Rating $850 Review Customers
Tango Mattress Honest Reviews Good Rating $899 Unboxing Customers
PONS Mattress Logo Honest Reviews Good Rating $899 Unboxing Customers
Rem-Fit Sleep 300 Honest Reviews Good Rating $899 Unboxing Customers
Leesa Mattress Review Honest Reviews Good Rating $940 Review Customers
iKrema Mattress Honest Reviews Good Rating $1200 Unboxing Customers
Casper Mattress Review Honest Reviews Good Rating $1850 (Wave) Review Customers
Beautyrest Black Honest Reviews Good Rating $2599 Review Customers
Qomfort Mattress Honest Reviews Good Rating $549 Review Customers
Rem-Fit Sleep 200 Honest Reviews Fair Rating $699 Unboxing Customers
Tuft And Needle Review Honest Reviews Fair Rating $750 Review Customers
Live & Sleep Honest Reviews Good Rating $799 Unboxing Customers
Yogabed Review Honest Reviews Fair Rating $849 Review Customers
Cocoon by Sealy Honest Reviews Fair Rating $849 Unboxing Customer
Lull Mattress Review Honest Reviews Fair Rating $850 Review Customers
Casper Mattress Review Honest Reviews Fair Rating $950 Review Customers
Tempurpedic Honest Reviews Fair Rating $4699 Review Customers
Zinus Mattress Honest Reviews Fair Rating $299 Unboxing Customers
Doze Mattress Honest Reviews Fair Rating $750 Coming Soon Customers
Honest Reviews Fair Rating $1099 Review Customers
Nature's Sleep Honest Reviews Fair Rating $2800 Coming Soon Customers
Nectar Sleep New Logo Honest Reviews Poor Rating $795 Review Customers
Purple Mattress Review Honest Reviews Poor Rating $999 Review Customers
Protect-A-Bed Honest Reviews $499 (Bed Bug Proof) Unboxing This Week Customers
eLuxury Supply Honest Reviews TBD Unboxing This Week Customers
Lucid Mattress Honest Reviews $575 (12" Plush) Unboxing Customers
Casper Mattress Review Honest Reviews $600 (Casper Essential) Review Customers
tulo Logo Honest Reviews $650 (Soft) Review Customers
tulo Logo Honest Reviews $650 (Medium) Review Customers
tulo Logo Honest Reviews $650 (Firm) Review Customers
Snuggle-Pedic Mattress Honest Reviews $799 Unboxing This Week Customers
Snuz Mattress Logo Honest Reviews $850 Starting Soon Customers
SleepOvation Honest Reviews $990 Starting Soon Customers
Amanda Sleep Honest Reviews $1099 Starting Soon Customers
Sleeping Pure Logo Honest Reviews $1199 (Applause) - Customers
Sleeping Pure Logo Honest Reviews $1699 (Encore) - Customers
Matrix Mattress Logo Honest Reviews TBD Review Customers
Tanda Mattress Honest Reviews $950 Starting In 30 Days Customers

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