When people hear “Reckitt,” the first thing that comes to mind is usually Lysol . They are the trusty disinfecting wipes or sprays that took over our homes during the pandemic.
Maybe Mucinex gets a nod when flu season hits, but Reckitt’s Amazon business tells a much broader story.
Over the past 12 months, Reckitt has quietly built a multi-pronged presence across Amazon through a portfolio of consumer brands that span everything from baby formula to bug spray, condoms to cleaning tablets. Some are thriving. Others? Not so much.
Let’s dig deeper.
The Brand Breakdown: Reckitt’s 12-Month Amazon Data
Who’s Winning on Amazon?
Dettol
+110% YoY Growth
It’s not the flashiest brand, but Dettol is quietly gaining traction in Amazon’s competitive cleaning category. Its climb suggests growing interest in trusted hygiene staples beyond just Lysol.
Durex
+98% YoY Growth
Let’s just say demand is strong. Whether driven by better product assortment, search visibility, or just good old-fashioned marketing, Durex is having a standout year.
Veet
+59% YoY Growth
Hair removal is trending. Veet's resurgence might signal a shift toward more at-home self-care routines—and a category ripe for expansion.
Lysol
+23% YoY Growth | 52.7% Market Share
Still the juggernaut. While many pandemic-era cleaning products saw declines, Lysol is defying gravity. With over half the market share, it remains Reckitt’s Amazon crown jewel.
Where Things Are Slipping
Enfamil
-55% YoY Decline
This is a brutal drop for a high-ticket item in the infant formula space. Regulatory challenges? Fierce competition? Supply chain issues? Whatever it is, a 55% plunge is a red flag.
Air Wick
-23% YoY Decline
Fragrance may be losing its scent with shoppers—or maybe competitors are simply undercutting Reckitt here. Either way, Air Wick is not holding its ground.
Gaviscon & Strepsils
-18% and -24%, respectively
These OTC stalwarts aren’t performing like they used to. It could be category shifts, less demand, or stronger upstarts chipping away at their long-held presence.
What This Tells Us
Reckitt’s Amazon data reveals something many overlook: category momentum doesn’t always match brand legacy. Lysol dominates. However, upstarts like Veet and Dettol are riding new consumer habits, while former giants like Enfamil are stumbling.
The lesson? Even for a company with iconic shelf power, the Amazon battlefield is fluid. Brands must constantly reoptimize, reposition, and reinvest. If not, they risk slipping behind faster-moving competitors.
So, which brand surprised you most? The quiet rise of Dettol? The plunge of Enfamil? Or Durex's nearly doubled growth?
Either way, Reckitt isn’t just Lysol anymore.
