Amazon’s Presto! Increases its Share 80 Times

According to online sales and brand measurement calculations from Edge by Ascential’s Market Share solution, Paper Towel sales on Amazon reached an estimated $160M in 2018, up almost 20% from 2017. Amazon’s Vertex Award winning private brand Presto! witnessed an increase of nearly 80 times its market share of total paper towel sales on in 2018 compared to its negligible share of less than one-tenth of a percent in 2017.

According to calculations from Edge by Ascential, the top five Paper Towel brands (and their share of total paper towel sales on of 2018 are:

  1. Bounty (47%)
  2. Viva (12%)
  3. Sparkle (10%)
  4. Brawny (8%)
  5. PRESTO! (6%) (Amazon Private Brand)
  6. 365 Everyday Value (Amazon Private Brand)
  7. Kleenex
  8. Scott
  9. Seventh Generation
  10. Solimo (Amazon Private Brand)

In 2018 all of Amazon’s private brands have increased their share in 2018 while the majority of the other major brands witnessed declines, demonstrating the shift in consumer purchasing on Amazon to high-quality private brand products.

“With the Whole Foods acquisition in 2017, Amazon may have collected insights from 365 data on paper towels and utilized it to create its own paper towels and enter a market which had quite low Amazon-brand presence—a category dominated by P&G and Kimberly-Clark,” explains Pete Andrews, Director of Insights at Edge by Ascential. “Providing a cheaper product to a loyal customer base willing to ‘try by buy’ is a strategy Amazon likes to employ—a strategy that legacy brands should consider to compete against Amazon’s growing private label brands. All eyes are on how wild-card Solimo and how Amazon will continue to evolve its private label strategy.”

To learn more about Amazon you won’t want to miss My Private Brand, President Christopher Durham when he presents The Extraordinary Rise of Private Brand at Amazon at this year’s Velocity: The My Private Brand Conference.


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.