For decades, some brands have been locked in head-to-head battles fighting for shelf space, ad dollars, and consumer loyalty. But today, the battlefield has shifted. The real fight is on Amazon, where convenience, pricing algorithms, and search rankings reshape brand power.
So who’s winning in the world’s largest digital marketplace?
We looked at the monthly revenue and annual growth across 10 of the most iconic brand rivalries. The results might surprise you.
Coca-Cola vs. Pepsi
- Coca-Cola: $0.97M/month | -17.2%
- Pepsi: $0.68M/month | +41.2%
Pepsi is on the upswing with solid growth, while Coca-Cola lags behind. It’s not just taste tests anymore—this is a distribution and digital presence game, and Pepsi is adapting faster on Amazon.
Redbull vs. Monster
- Redbull: $8.6M | +32.2%
- Monster: $11.0M | +32.6%
Both are thriving, but Monster edges out Redbull in both revenue and growth. It’s a rare case of a rivalry where both brands are winning in tandem.
Gatorade vs. Powerade
- Gatorade: $9.4M | +7.1%
- Powerade: $0.4M | +73.3%
Powerade may be smaller, but its growth rate is massive. A few well-placed promotions or Prime positioning could turn this into a real disruption.
Xbox vs. PlayStation
- Xbox: $21.8M | -25.6%
- PlayStation: $34.7M | +1.0%
PlayStation is holding steady while Xbox is seeing a major drop. Whether it's supply chain, console cycles, or brand perception, Microsoft has some ground to make up.
Keurig vs. Nespresso
- Keurig: $10.9M | +7.1%
- Nespresso: $39.4M | +31.3%
Nespresso is brewing up a storm. With sleek machines and a premium image, it's dominating the Amazon coffee game.
Dove vs. Olay
- Dove: $20.3M | +42.2%
- Olay: $10.3M | +43.9%
Both personal care brands are doing well. Dove has the edge in revenue, but Olay is growing just a bit faster. This one’s too close to call.
Gillette vs. Harry’s
- Gillette: $13.4M | +34.5%
- Harry’s: $3.6M | +57.1%
The DTC upstart is punching above its weight. Harry’s may be smaller, but its growth shows it’s carving out a loyal customer base.
Starbucks vs. Dunkin'
- Starbucks: $22.8M | -24.6%
- Dunkin’: $5.4M | -6.3%
Both are declining, but Starbucks is falling harder. Could private label coffee and smaller roasters be eating into their share?
Pampers vs. Huggies
- Pampers: $31.6M | -30.4%
- Huggies: $21.4M | +55.9%
Pampers is still on top in revenue, but Huggies is surging. If this trend continues, Huggies could soon take the throne in the diaper category.
Apple vs. Samsung
- Apple: $328.5M | -26.7%
- Samsung: $167.0M | +14.0%
Apple is still the giant, but Samsung is gaining fast. The growth gap suggests Samsung is finding more traction with everyday Amazon buyers.
Key Takeaways
- Biggest Growth Winners: Powerade (+73.3%) and Harry’s (+57.1%)
- Biggest Declines: Pampers (-30.4%) and Xbox (-25.6%)
- Most Balanced Rivalry: Redbull vs. Monster — both growing fast
- Dark Horse: Huggies — strong growth and gaining fast on Pampers
Final Thoughts
Amazon is the great brand equalizer. Legacy names that dominate store shelves aren’t always winning online. The platform favors brands that move quickly, optimize listings, and price aggressively. Challenger brands like Harry’s and Huggies are thriving—and some big names are slipping. Which of these rivalries surprised you most? Or which one do you think flips next?
Let us know in the comments.
