Amazon Subscribe & Save loses share across CPG categories

Key stat: Amazon’s Subscribe & Save program lost share across nine of the top 10 consumer packaged goods (CPG) categories between 2023 and 2024, according to June data from Numerator.

Beyond the chart:

• Consumers continue to be cautious about how they’re spending money, which may mean putting their subscriptions on pause and researching the best deals.
• Amazon’s US sales of health, personal care, and beauty products and pet products (both of which make up the majority of the top 10 CPG Subscribe & Save categories) will continue to grow by double digits both this year and next, per our forecast.
• Health, personal care, and beauty will be the fastest-growing category we track on Amazon in the US this year, growing 14.8% to reach $51.55 billion, or 10.5% of Amazon’s total US ecommerce sales (up from 7.5% in 2021).
• Amazon’s US ecommerce sales of pet products will reach $11.78 billion this year, 2.4% of Amazon’s total ecommerce sales in the US, per our forecast. But sales growth is slowing from a high of 38.3% in 2021 to 11.3% in 2024.

Use this chart:

• Highlight categories where Amazon shoppers may be open to shopping elsewhere.
• Suggest focusing resources on high-engagement categories to maximize return on investment and strengthen brand loyalty among existing subscribers.
• Illustrate shifting consumer trends and emphasize the importance of adapting marketing strategies to align accordingly.

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Note: Data was provided to EMARKETER by Numerator.