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By Scott Needham · September 2, 2025 · Curated by George's Blog
CPG.
Two qualities about CPG that make it the category to be in on Amazon.
1. Repeat purchase
2. No Chinese Sellers
That's why brands here can hit escape velocity. It's quite possible to get those exits and valuations that are life changing.
So why is repeat purchase so great?
Acquire a customer once, and then they come back a month later. Eventually, they hit that subscribe and save button. You get to see advertising for new customers as a way to create lifetime value.
And if you're in a category like coffee, they can become a customer for life.
What about having no Chinese Sellers?
Well, Tariffs for one. Less competition for two.
Actually, that's all the reasons you need. It's not a race to the bottom. This is where brand actually has a mote. Because most Amazon brands.... aren't actually brands.
So with that out of the way. What are the biggest and best categories for CPG in 2025???
Here’s what SmartScout’s latest data reveals 👇
Coffee Pods – $149.9M | 470 brands | 79% Amazon share | +22%
Blended Vitamins – $149.1M | 2,591 brands | 12% share | +34%
Dry Dog Food – $123.8M | 225 brands | 89% share | +22%
Face Moisturizers – $108.7M | 1,772 brands | 41% share | +56%
Facial Serums – $101.9M | 1,406 brands | 30% share | +40%
Electrolyte Drinks – $92.8M | 410 brands | 7% share | 🚀 +62%
Shampoo – $91.9M | 1,330 brands | 66% share | +35%
Magnesium Supplements – $87.8M | 1,004 brands | 17% share | +45%
Whey Protein Powders – $83.4M | 337 brands | 46% share | +36%
Multivitamins – $79.6M | 754 brands | 39% share | +45%
🔍 The Smart Takeaways
🟢 Chase This: Electrolytes
Only 7% Amazon share, 62% growth, and under 500 brands? This is one of the cleanest breakout lanes for performance-focused CPG sellers right now.
🟡 Proceed with Caution: Skincare
Face moisturizers (+56%) and serums (+40%) are booming, but the crowd is brutal. Over 3,000 brands fight for shelf space. If you’re not building a brand, you’re just burning ad spend.
🔴 Avoid the Trap: Dry Dog Food
Massive revenue — yes. But 89% of it goes straight to Amazon 1P. If you're a 3P seller, you're playing Amazon’s game on Amazon’s shelf.
☕ Coffee Is Saturated & Controlled
It might be top dog in revenue, but with 79% Amazon share and entrenched brands, it’s more of a warzone than a growth opportunity for lean DTC players.
💊 Supplements: Big Money, Bigger Noise
Strong growth across magnesium, multivitamins, and blends — but thousands of brands are clawing for relevance. Only play here if your CAC is dialed and LTV is real.