Amazon grabs $16B CPG share

Amazon and Whole Foods are now within striking distance of Costco in U.S. consumer packaged goods, according to retail-tracking data published this week. Store Brands, citing Numerator, reported that Amazon’s combined CPG share with Whole Foods rose by one percentage point over the 12 months ended June 30, 2026, equal to more than $16 billion in consumer spending. That moved Amazon to 8.1% of CPG sales, just behind Costco at 8.2%, while Walmart remained first at 20.8%. ### How close is Amazon to passing Costco? Numerator data cited by Store Brands showed Amazon and Whole Foods just 0.1 percentage points behind Costco in the latest reading. The gap is narrow enough that several trade publications described Amazon as challenging Costco for second place among U.S. CPG retailers. (storebrands.com) The 8.1% share figure matters because Amazon was at 6.6% two years earlier, according to EcomCrew’s report on the same Numerator data. That indicates the company’s rise in grocery and household staples has come through sustained gains rather than a one-quarter jump. ### What is driving the gain? (storebrands.com) Store Brands said Whole Foods made a significant contribution to the increase. Numerator attributed the growth to broader household adoption, with U.S. household penetration up 2.6 percentage points. Progressive Grocer also reported that trips per household rose 11% over the same period. (ecomcrew.com) Supermarket News said Amazon and Whole Foods posted the largest increase in food-and-beverage market share of any retailer, gaining 0.55 share points year over year. ### Why does this matter beyond retail rankings? (storebrands.com) Amazon’s larger share of CPG spending changes where brands have to execute. Store Brands said suppliers selling into Amazon’s ecosystem face stricter service expectations and more volatile replenishment patterns as the company competes more directly with large national retailers. (progressivegrocer.com) Those operating demands matter because CPG supply chains are built around steady in-stock performance. When a larger share of volume runs through Amazon and Whole Foods, brands have to manage parcel, less-than-truckload, truckload and grocery replenishment with tighter timing and less room for missed deliveries, according to the Store Brands report. (storebrands.com) ### Where does Walmart fit in? Walmart remained the top U.S. CPG retailer at 20.8% share in the Numerator data. Store Brands and EcomCrew both said Walmart’s position was still dominant even as its share was essentially flat over the same period. Costco, meanwhile, held 8.2% share and kept the No. 2 ranking for now. (storebrands.com) Supermarket News reported that Costco also widened its lead over Sam’s Club on the warehouse side, even as Amazon closed in on Costco in the broader CPG ranking. ### What should brands and suppliers watch next? (storebrands.com) The next Numerator quarterly market-share release will determine whether Amazon moves into second place. EcomCrew reported that Amazon is already widely expected to cross Costco in a coming measurement, though that remains an expectation rather than a reported result. (ecomcrew.com) For suppliers, the immediate watch points are household penetration, trip frequency and whether Amazon keeps converting grocery and household spending into repeat purchases. Those were the metrics cited across the Numerator-based reports that accompanied Amazon’s move to within 0.1 share points of Costco as of June 30, 2026. (storebrands.com) (ecomcrew.com)