When you think of Colgate-Palmolive, toothpaste probably comes to mind. Maybe Softsoap. Possibly Irish Spring. But dog food?
Turns out, Hill’s Science Diet is the real revenue engine behind Colgate’s Amazon empire. With $333 million in annual revenue and 47% year-over-year growth, it alone surpasses the Colgate brand’s own $178 million performance. Add in Hill’s Prescription Diet, and pet food accounts for over 60% of Colgate-Palmolive’s Amazon revenue.
Colgate-Palmolive’s Top Performers on Amazon
Why Pet Food Wins
Pet care is a sticky category, literally and figuratively. Customers tend to be loyal, reorder frequently, and prioritize quality and trust. Hill’s has carved out a premium position in both science-backed nutrition and prescription formulations, creating repeat-buy behavior that Colgate’s oral care portfolio can’t match online.
What Else Stands Out
- Ajax’s 89% growth raises eyebrows. Is it a pricing play? TikTok virality? A new bundling strategy? Worth watching.
- Suavitel is falling hard, with a 55% revenue drop. This could be due to supply chain shifts, increased competition, or decreased DTC support.
- Softsoap and Irish Spring are seeing healthy, quiet growth. Indicating a steady long-tail strategy in commoditized categories.
The Bigger Picture
Colgate-Palmolive isn’t just selling toothpaste anymore. Its Amazon playbook blends iconic CPG brands with rising stars in pet care and cleaning. The bet on Hill’s has paid off massively, giving them dominance in a high-margin, habit-driven space, and a cushion to support and grow the rest of their portfolio.
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