Amazon Basics saw major declines in key categories in Feb '25, with copy paper down 8% and AAA batteries dropping 10%. Meanwhile, the US remains dominant, driving 79% of total sales.
Amazon Basics is losing ground in essential product categories. In February 2025, copy paper sales fell 8%, and AAA batteries saw a sharp 10% drop. Even dog training pads and disinfectant wipes declined, losing 8% and 2% of market share, respectively. These losses suggest growing competition from third-party sellers and national brands on Amazon’s marketplace. Consumers may be shifting toward alternative products due to pricing, quality, or availability concerns. As Amazon Basics struggles to hold onto its dominance, the brand’s private-label strategy faces serious challenges. If this downward trend continues, Amazon may need to adjust pricing, improve inventory management, or rethink its approach to regain lost ground.
Despite category struggles, Amazon Basics still thrives in the US, which contributed 79% of its total sales in February 2025. The brand generated $181M from US shoppers, far surpassing revenue from international markets like Canada, Germany, and the UK. While global expansion remains slow, US demand keeps the brand stable. Health & Household products led the way, bringing in $47M, followed by Office Products at $34M. This suggests consumers continue to prioritize essential goods, even as Amazon Basics loses traction in other areas. If Amazon wants to maintain its private-label dominance, it may need to focus more on high-performing categories while finding ways to recover from declines in paper and batteries.
Can Amazon Basics bounce back from market share losses?
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