Amazon remains the leader in online consumer packaged goods (CPG), continuing to outpace the competition in share of sales and buyers. Yet, its share growth has slowed.
A downward shift in Amazon’s share of CPG sales in the U.S. sends an important message to retailers and manufacturers. Traditional and non- traditional retailers have been accelerating their responses to Amazon by adjusting their omnichannel oerings and strategies. These adjustments have helped them steal share from the global online player, but other factors are at play.
Today, the playing eld online has become exponentially more crowded, and while that does bring complications, it also means that many merchants have begun to hit their stride with consumers online.