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There\u2019s no denying the power of Amazon Prime Day: The annual sales event is now as much a summer staple as sandals and soft serve, and it once again broke records \u2014 this year\u2019s extended four<\/strong>-day event drove $24.1 billion<\/strong> in online sales, a 30.3%<\/strong> increase over last year, according to Adobe Insights. \u00a0<\/p>\n As a result, Prime Day has become a \u201cmust-win moment\u201d for many brands<\/strong>. But with promotions being offered across millions of products, it can also be a challenge to capture consumers\u2019 attention.<\/p>\n Functional hydration brand Liquid I.V.<\/strong> navigated this year\u2019s Prime Day shopping frenzy with aplomb, and emerged as one of the top three items sold over the course of the sale<\/strong>, according to analysis from Numerator \u2014 quite a feat when you consider that nearly 308,000<\/strong> items were sold in total.<\/p>\n Those results were evident internally as well, with Liquid I.V. recording double-digit growth this Prime Day compared to the same period last year.<\/p>\n Founded in 2012 and acquired by Unilever<\/strong> in 2020, Liquid I.V. offers a range of powdered hydration products that enhance ordinary water with electrolytes, essential vitamins and nutrients.<\/p>\n The brand\u2019s ranking as the #3<\/strong> best-selling item during Prime Day \u2014 after #1<\/strong>, Premier Protein Shakes and #2<\/strong>, Dawn Platinum Powerwash \u2014 also highlights one of the biggest trends to come out of this year\u2019s event: Inflation- and tariff-weary consumers used the sale as an opportunity to save money and stock up on essentials.<\/strong> And increasingly, health and wellness items like protein shakes and hydration enhancers are seen by a subset of consumers as shopping staples.<\/p>\n \u201cShoppers are increasingly using Amazon to purchase household essentials \u2014 anything from trash bags to pet food \u2014 and they\u2019re using Prime Day to stock up on everyday products,\u201d said Aaron Jones, VP of Ecommerce at Liquid I.V. in an interview with Retail TouchPoints<\/em>. \u201cOur 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 \u2014 not just with water intake, but also about functional benefits and personalized solutions.\u201d<\/p>\n Liquid I.V. is now sold at a range of retailers in addition to Amazon, including Costco<\/strong>, Target<\/strong>, Walmart<\/strong> and grocery stores such as Ralph\u2019s<\/strong>, Gelson\u2019s<\/strong> and Pavilion\u2019s<\/strong>, and so Prime Day is not just a sales opportunity for the brand, but also a chance to enhance its profile during a peak moment for product discovery.<\/p>\n \u201cAt Liquid I.V., we see Amazon Prime Day as one of the few truly impactful summer shopping moments<\/strong>,\u201d said Jones. \u201cIt\u2019s a unique opportunity to meet consumers where they already are \u2014 engaged, excited and actively looking to discover products that fit into their lifestyle.\u201d<\/p>\n Having been round the Prime Day block more than once, Liquid I.V. was prepared to do just that this year. Planning for the event begins six <\/strong>months in advance, as the company coordinates with Amazon and its supply chain partners to ensure sufficient inventory is in place: \u201cWe are consistently measuring run-rates, weather, deal timing and length, to quickly adapt our supply chain,\u201d said Jones.<\/p>\n This year, Liquid I.V. also strategically timed the release of its newest flavor to June 30, right before Prime Day began on July 8 \u2014 Orange Vanilla Dream, a nostalgic throwback to orange creamsicles that adds the perfect zest to hydration on hot summer days. The debut of this new flavor and coordinated promotional pricing<\/strong> across the Liquid I.V. range gave both new and existing customers the perfect excuse to hit the \u201cbuy\u201d button.<\/p>\n Jones and his team were also strategic about the pacing of their promotions and marketing during this year\u2019s extended Prime Day: \u201cWe were intentional about ensuring that there was no lull in the middle of the four days for Prime Day<\/strong>, and phasing out our communications prevented us from exhausting people,\u201d he said. \u201cWe also have seen great success through our 360-degree [marketing] efforts, including working with influencers, promoting on our owned social media channels (Instagram, TikTok and Facebook), and email and SMS promotions.\u201d<\/p>\n As the brand had hoped, there also was a halo effect in its sales across other channels during Prime Day:<\/strong> \u201cBecause we approached Prime Day as part of a greater strategy that utilized several shopping moments, we did see traction in our other retail channels,\u201d Jones said. \u201cMany other retailers are now matching deal events during and around Prime Day, so it has certainly become a must-win moment.\u201d \u00a0<\/p>\n While it might bring in banner sales, Prime Day is, in the end, just four days out of the year. \u201cThe challenge, and opportunity, now is to keep that momentum going by turning first-time buyers into loyal fans,\u201d advised Mike Feldman, SVP of Commerce at digital commerce consultancy\u00a0Flywheel Digital, of which Liquid I.V. is a client, in comments shared with Retail TouchPoints<\/em>. \u201cUltimately, maximizing Prime Day investments requires an ongoing commitment because building loyalty is a long-term play, and now is when the real work begins.\u201d<\/p>\n In that regard, Liquid I.V. is well-prepared: \u201cWe\u2019re always looking for opportunities to be at the forefront of culture and meet our consumers where they are,\u201d said Jones.\u00a0\u201cWe\u2019ll continue solidifying ourselves as the go-to hydration brand at sporting events<\/strong>, festivals <\/strong>and other locations where people experience dehydration and need the benefits of Liquid I.V.<\/p>\n \u201cOur strength is in our community<\/strong>, and our ecommerce initiatives are rooted in authenticity, driving impact through innovation,\u201d he added. \u201cWe stay future-ready with our involvement in digital trends like gaming<\/strong> and integration in streaming services<\/strong>. In fact, Love Island USA<\/em> fans may have noticed the contestants enjoying Liquid I.V. sticks, which was an impactful integration for us.\u201d <\/p>\n The brand also saw big success during its recent \u201cI.V. O\u2019Clock\u201d Times Square takeover<\/strong>, which reminded the world to rehydrate at 4 p.m. to avoid an afternoon slump. Jones said it was \u201can absolute breakthrough activation for us,\u201d and shared that the brand has big plans for holiday across its ecommerce channels with tie-ins focused on cold weather season.<\/p>\n<\/p><\/div>\n![\"Top](\"https:\/\/www.retailtouchpoints.com\/wp-content\/uploads\/2025\/07\/Numerator-Top-5-Prime-Day-items.png\")
The Right Brand at the Right Moment (with the Right Strategy)<\/strong><\/h2>\n
Prime Day Planning Begins 6 Months in Advance<\/strong><\/h2>\n
Using a New Product to Drive Attention During Prime Day<\/strong><\/h2>\n
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Prime Day Might be Big, but it\u2019s Just the Beginning<\/strong><\/h2>\n
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