According to Retail TouchPoints, Liquid I.V. has emerged as one of the top-performing brands of Amazon Prime Day 2025 Numerator estimated around 308,000 units were sold — more than double its sales during last year’s event.
The electrolyte hydration brand, which was acquired by Unilever in 2020, ranked in the top three bestsellers alongside Premier Protein shakes and Dawn Platinum Powerwash.
Liquid I.V.’s success is a chapter in the ongoing inflation story with the tariff-weary consumers. Prime Day was a great stock opportunity, as well as prioritizing health-conscious decisions. The powdered form of hydration infuses in water to provide electrolytes and vitamins, a formula most of today’s wellness-driven, digitally connected shoppers use.
“Shoppers are increasingly using Amazon to purchase household essentials — anything from trash bags to pet food — and they’re using Prime Day to stock up on everyday products,” said Aaron Jones, VP of Ecommerce at Liquid I.V. in an interview with Retail TouchPoints.
“Our Prime Day results show that Liquid I.V. has evolved from a niche hydration product into an everyday essential. Consumers increasingly see hydration as part of their broader wellness routines — not just with water intake, but also about functional benefits and personalized solutions.”
Prime Day is a major brand-building opportunity as much as a retail event, a platform for product discovery and long-term customer acquisition, as evident for Liquid I.V.
The brand now sells across Amazon, Costco, Target, Walmart, and grocery chains like Ralph’s and Gelson’s. However, it’s presence on Amazon gives it a unique digital launchpad.
Multichannel Marketer reveals Unilever’s Prime Day strategy to increase visibility, was a joint effort with Amazon’s in-house advertising team.
“We really wanted to cultivate our relationship with Amazon,” said Megan Fessenden, Director of eCommerce at Liquid I.V., emphasizing the importance of tailored placements and campaign strategy.
“At Liquid I.V., we see Amazon Prime Day as one of the few truly impactful summer shopping moments,” said VP of Digital Commerce Chelsea Jones.
“It’s a unique opportunity to meet consumers where they already are — engaged, excited and actively looking to discover products that fit into their lifestyle.”
Liquid I.V.’s performance reflects how Prime Day has evolved into a “must-win moment” for brands aiming to stand out in a saturated digital marketplace. Shoppers are becoming more mindful of their health habits and household budgets as such Liquid I.V. have positioned themselves as convenient and ‘stock-able’.
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