Industry scale and segmentation structure: The penetration rate/sales of lawn mowing robots continue to increase, while RTK integrated vision technology still dominatesAccording to online Amazon data, the total sales of Amazon in 2024 were 140000 units, and the total sales of 2025M1-M11 reached 460000 units.

• sales volume:The sales of lawn mowing robots have maintained a growth trend of more than doubling; In 2024, the sales of Meiya, Deya, and Faya will be 2.3/8.9/24000 units respectively. The sales volume of 2025M1-M11 is 5.0/22.5/6.9 million units respectively, which has more than doubled compared to the entire year of 2024. Based on the fact that online channels account for 30% of the overall market share, it is estimated that the industry's sales volume will be around 1.5 million units. Assuming channel inventory for 2 months, it is estimated that the industry's shipment volume will reach 1.8 million units by 2025.

• Penetration rate:The penetration rate in the United States has increased from an early 2% to a medium to high unit number, but the penetration rate is still not high. By 2025M11, the penetration rate of Germany/France has exceeded 60%.  

• Boundless lawn mowing robot:Quickly occupying the market for lawn mowing robots has become the main driving force for the high growth of lawn mowing robots, with penetration rates of 68%/94%/89% for Meiya/Deya/Faya borderless lawn mowing robots in 2025M11.

• Technical Path:The sales proportion of RTK fusion visual technology path in Amazon channel reached 65%/72% in Q3 2025/2025M11, still occupying the mainstream; The sales proportion of LiDAR technology path is 12%/17% respectively, and it is still in the early stage of development.

  
  

Industry competition: Since Q4 2025, the two giants of Kuma and Jiuhao have been vying for dominance, with Ecovacs, Zhumi, and MOVA following closely behind. Taking online Amazon data as an example, Kuma has consistently ranked in the top 1 with its multi SKU layout share, while Jiuhao has significantly increased its share since October

• whole:The market share of KUMA in Q3 2025/2025M11 both exceeded 30%, with the market share of No.9 reaching 17%/29% respectively. The Black Friday promotion significantly increased the market share of No.9. Secondly, the combined market share of Zhumi and MOVA is 12%/15%, while the market share of Ecovacs is 12%/10%. The top five brands basically occupy the vast majority of the boundaryless lawn mowing robot market.  

• Amazon USA:Large area lawns are the main focus, and KUMA occupies an absolute market share with its higher end product line (large area and four-wheel drive products).  

• Amazon Germany:The largest single market with relatively fierce competition. Since Q2 2025, KuMa/No.9 has consistently ranked in the top two, with a share of 2025M10~M11 No.9 surpassing KuMa and reaching 35% in November. The second tier consists of Ecovacs, Zhumi MOVA， The share is around 10%. Traditional brand Worx's market share has significantly decreased compared to its previous peak due to outdated product capabilities.  

• French Amazon:Similar to the United States, Cummins occupies the vast majority of the market. Nine, Ecovacs, Zhumi, and MOVA are all in the second tier, with little difference in market share.

Reasonable spatial analysis of lawn mowing robot industry

Lawn mowing robots can be benchmarked against categories such as hand push+riding lawn mowers/lawn mowers (edge mowers)/grass blowers, with annual sales of 1255/1331/853000 units respectively

Lawn care work usually starts after the snow melts in March (winter mainly involves blowing and sweeping snow), and mowing is the main scene in the field of lawn care. The frequency of mowing during the peak season of summer and rainy season is generally twice a week or three times every two weeks, while during the off-season such as autumn, the frequency of mowing is generally once a week or twice every three weeks. Lawn mowing is generally carried out simultaneously with edge weeding, fertilization, spraying, and watering. From the perspective of usage scenarios, lawn mowers, lawn mowers, and grass blowers have certain intersections:

According to the announcement from Stanley Black&Decker, the scale of riding lawn mowers and hand push lawn mowers in 2020 was $5.5 billion and $3.8 billion respectively, accounting for 37% of the OPE market share. Assuming that the average prices of hand push lawn mowers and ride on lawn mowers are $350/$3000 respectively (based on Amazon's average sales price),It is expected that the global sales of traditional hand push and riding lawn mowers will reach 12.55 million units.

In addition to traditional lawn mowers, according to the announcement from Stanley Best, the scale of handheld devices (mainly lawn mowers, grass blowers, hedgerows, and chainsaws) in 2020 was 5.25 billion US dollars (accounting for 21% of the OPE market), calculated at an average price of 120 US dollars on AmazonhandThe annual shipment of handheld devices is approximately 43.75 million units.

Further splitting the handheld devices, we estimate that the annual sales of lawn mowers and grass blowers in the handheld devices are approximately 133.1/853 million units respectively.

• Grass cutting machine:The proportion of handheld devices in the Meiya/Deya/Globus/Hellweg channels reached 21%/34%/39%/28%, with an average proportion of 30%. According to the proportion, the annual sales of lawn mowers are estimated to be about 13.31 million units.  

• Leaf blower:The proportion of handheld devices in the Meiya/Deya/Globus/Hellweg channels reached 32%/15%/14%/16%, with an average proportion of 19%. According to the proportion, the annual sales volume of lawn mowers is estimated to be about 8.53 million units.

  
  

  

Benchmarking hand push+riding lawn mower

Benchmarking hand push+riding lawn mower: If the life cycle of the lawn mower robot is shorter, the corresponding annual sales will be 4.30-7.53 million units

Calculation of penetration rate of hand push+riding lawn mowerBased on 100 million yuan in the United States and 80 million yuan in private gardens in Europe, it is estimated that the penetration rate of lawn mowers in Europe and America is less than 50% (similar to 100% penetration rate of vacuum cleaners), which is due to some people choosing to hire someone to mow the lawn or using a lawn mower for mowing.  

Space calculation of lawn mowing robotIf we do not consider replacing lawn mowers and hiring someone to mow the lawn, and take into account the shorter lifespan of lawn mowing robots compared to traditional lawn mowers and a penetration rate of 30% for lawn mowing robots, with traditional lawn mowers lasting 5-8 years and lawn mowing robots lasting 4-7 years, then the correspondingAnnual sales of lawn mowing robots range from 4.3 million to 7.53 million units.

Benchmarking hand push/riding lawn mower+lawn mower

Benchmarking hand push/riding lawn mower+lawn mower: corresponding annual sales of 4.55-9.17 million lawn mowing robots

Calculation of penetration rate of hand pushed/riding lawn mower+lawn mower:The annual sales volume of lawn mowers is 13.31 million units. If we assume that the proportion of directly used lawn mowers is 20% to 50% (not for auxiliary edge mowing), and the lawn mower has a lifespan of 5 to 8 years, then the penetration rate of hand pushed/riding lawn mowers+lawn mowers is 42% to 85%, corresponding to a hired lawn mower ratio of 15% to 58%. Space calculation of lawn mowing robot: If considering a replacement rate of 30% and a lifespan of 5 years for lawn mowing robots, thenCorresponding to an annual sales volume of 4.55-9.17 million lawn mowing robots.

technical pathway

In addition to the technical parameters of lawn mowing robots, stability is the core competitiveness. What determines the user experience is the difference in stability brought about by software and hardware collaborative optimization and scenario adaptation capabilities under the same technological path. Even if they are both RTK fusion vision or LiDAR solutions, the precision performance and obstacle avoidance reliability of leading manufacturers and small and medium-sized brands may still lag behind, with the core gap concentrated in three key dimensions:

1. RTK Fusion Vision Technology: Stability Gap in "Signal Processing+Algorithm Iteration"

2. Lidar technology: maturity reflected in "point cloud processing+hardware quality"

3. Technology integration solution: The core is "collaborative logic" rather than "functional stacking"

   
   

Essentially, the stability of lawn mowing robots is the comprehensive result of "hardware quality+algorithm iteration+scene adaptation". The "centimeter level positioning" and "multi-sensor obstacle avoidance" on the parameter table are only basic thresholds. What truly reassures users is the continuous and reliable performance under different weather conditions, courtyard structures, and usage cycles. As industry competition shifts from "parameter competition" to "experience competition", top manufacturers will continue to strengthen stability through technological iteration, which will also become the core indicator for distinguishing brand competitiveness.

channel layout

Unlike floor cleaning robots, lawn mowing robots mainly rely on offline channels, so a single Amazon channel is difficult to reflect brand competitiveness, and the first mover advantage brought by strong barriers in offline channels may also be stronger than market expectations. At present, in terms of the number of channels entering, Jiuhao, Zhumi, Ecovacs, and Kuma are basically equivalent, while traditional leading enterprises such as Fushihua, Baoshide, and Bosch have an absolute numerical advantage.

In the external environment of anti-dumping investigations, the lawn mower robot industry can achieve counter trend growth, which is driven by the rigid demand for product substitution and the dual drive of technological upgrading. For consumers, intelligent and borderless lawn mowing solutions are restructuring the lawn care scene; For enterprises, technological iteration and deep channel cultivation have become the key to breaking through. With the continuous increase in penetration rate and the widening of category boundaries, this "small yet beautiful" track is entering a "big yet strong" explosive period. It is worth paying continuous attention to whether the industry can break through the 3 million unit ceiling and whether the dual competition pattern will change in the future.