Aterian, Inc. is a consumer products company that predominantly operates through online retail channels such as Amazon, Walmart, and Target, as well as its own direct-to-consumer websites. The company owns and markets a portfolio of brands that were either incubated or acquired, offering products across categories including home and kitchen appliances, kitchenware, air quality appliances, health and beauty items, and essential oils. Its brand portfolio includes Squatty…
Aterian, Inc. is a consumer products company that predominantly operates through online retail channels such as Amazon, Walmart, and Target, as well as its own direct-to-consumer websites. The company owns and markets a portfolio of brands that were either incubated or acquired, offering products across categories including home and kitchen appliances, kitchenware, air quality appliances, health and beauty items, and essential oils. Its brand portfolio includes Squatty Potty, HomeLabs, Mueller Living, PurSteam, Healing Solutions, and Photo Paper Direct. Headquartered in New Jersey, Aterian maintains additional offices in China, the Philippines, and the United Kingdom to support its global supply chain and operations.
Aterian generates revenue primarily from the online sale of its consumer products, with the vast majority of sales occurring through the Amazon U. S. marketplace. In 2025 and 2024, approximately 86% and 92% of total revenue, respectively, was derived from Amazon, while the remainder comes from the company’s own e-commerce site and other platforms such as Walmart and Target. The company’s revenue streams are driven by the continuous sale of goods across its multiple product categories, leveraging digital marketing and supply chain efficiencies to reach individual consumers.
The company operates through the following segments:
- Consumer Goods: This segment encompasses the sale of home and kitchen appliances, kitchenware, air quality appliances, health and beauty products, and essential oils under owned brands such as Squatty Potty, HomeLabs, Mueller Living, PurSteam, Healing Solutions, and Photo Paper Direct.
Aterian competes in the highly competitive consumer goods and e-commerce markets, where success depends on price, product features and quality, customer ratings and reviews, effective marketing, visibility on online shelves, and supply chain excellence. The company faces competition from numerous third‑party brands and sellers on platforms like Amazon, Walmart, and Target, as well as from the private‑label offerings of its own suppliers. Aterian’s competitive advantages stem from its portfolio of owned brands, its data‑driven approach to marketing and inventory management, and its ability to shift between internal and third‑party technology platforms to improve operational efficiency.
Aterian serves individual online consumers who purchase its products primarily through Amazon U. S., and to a lesser extent via its own direct‑to‑consumer website and other marketplaces such as Walmart and Target. The company’s customer base consists of retail shoppers seeking home, kitchen, wellness, and personal care products sold through digital channels.