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By Scott Needham · September 23, 2025 · Curated by George's Blog
Top 10 Creator Brands on Amazon.
Brands like Feastables and Joyride. Are they big? Are they shrinking? Let's jump in.
These are brands that started from YouTube, Instagram, or maybe even TikTok. Some of these brands don't even attempt to manage their Amazon channel, but demand has still spilled over.
Creators are launching CPG brands left and right. Well, these are the ones that still have legs. These are the winners, or at least have the appearance of a winner.
1. Alani Nu (Katy Hearn) — $6.8M / -1.9%
2. Summer Fridays (Marianna Hewitt & Lauren Gores) — $2.0M / +136.2%
3. Prime Hydration (Logan Paul & KSI) — $912K / -25.9%
4. ARCTIC FOX (Kristen Leanne) — $811K / +18.8%
5. one size (Patrick Starrr) — $378K / +120.1%
6. Chamberlain Coffee (Emma Chamberlain) — $216K / -1.9%
7. Huda (Huda Kattan) — $201K / +87.7%
8. Lilly Lashes (Lilly Ghalichi) — $181K / +74.4%
9. JOYRIDЕ (Ryan Trahan & Tyler Merrick) — $106K / 24.2%
10. Feastables (MrBeast) — $69K / -22.9%
Alani Nu had an early-year slowdown, but it is actually rebounding hard right now, and I expect to see 20% annual growth rates within a month or two. It's going that much.
Huda and Lilly Lashes have been around for almost a decade and have proven to have staying power.
If this were 12 months ago, PRIME would be on top of the list, but they're starting to fall.... fast. Every category is competitive, and incumbents like Coke and Pepsi aren't going to give away shelf space without a fight.
If I post this again in a year, who do you think will still be here?
I've got my money on Joyride. I bought them before I knew it was a creator.