Amazon has reshaped how independent CPG brands reach consumers. Unlike traditional retail, it removes gatekeepers. There is no need for approval from a buyer at Whole Foods or shelf space at Costco. It’s permission-less commerce, and for many brands, it’s been the launchpad to breakout success.
Below are some of the top-performing CPG brands launched since 2018. Most are still climbing except for one: Prime.
Top Independent CPG Brands on Amazon (2018–2024)
2018 – Olipop (Soda Soft Drinks)
$14.4M revenue | +104.4% growth
A steady performer in functional soda. Triple-digit growth shows staying power beyond trends.
2019 – Liquid Death (Bottled Iced Tea)
$63.5M revenue | +116.8% growth
The clear revenue leader. Strong branding and expansion into energy drinks are fueling momentum.
2020 – Jupiter (Shampoo & Conditioner Sets)
$8.4M revenue | +128.7% growth
Competing in a crowded personal care space with premium positioning and clean ingredients.
2021 – Amara (Baby Snack Foods)
$7.1M revenue | +106.9% growth
Gaining traction through convenience, trust, and parent-driven word of mouth.
2022 – Byoma (Face Moisturizers)
$13.5M revenue | +1349.4% growth
The fastest-growing brand on the list. Gen Z skincare demand is driving explosive growth.
2023 – PRIME (Sports Drinks)
$10.5M revenue | -18.2% growth
The only decline. Once fueled by hype, Prime is showing signs of saturation and cooling demand.
2024 – ROAR Organic (Sports Drinks)
$2.2M revenue | +100.0% growth
Early momentum suggests it could capitalize on Prime’s slowdown and growing interest in clean hydration.
Key Takeaways
- Byoma is the breakout star. Its +1349% growth in just two years shows massive demand and brand strength in the skincare category.
- Liquid Death dominates in revenue. With $63.5M annually, it leads by a wide margin. The move into energy drinks could expand its reach even further.
- Olipop is a quiet disruptor. With consistent growth and $14.4M in sales, it has proven functional soda has lasting appeal.
- Prime may have peaked. Its revenue decline is the first warning sign. Momentum is shifting toward emerging competitors.
- ROAR is one to watch. With 100% growth out of the gate, it’s showing early promise in a highly competitive category.
