For the third year in a row, Liquid I.V. has become a top seller during Amazon’s Prime Day event.

Taking the No. 3 spot for most sold product during Amazon’s first four-day Prime Day event, Liquid I.V. was also in the top five the prior two years, Aaron Jones, vice president of ecommerce, told Digital Commerce 360. But the 2025 ranking was the highest it has been.

Jones said he and his team were especially proud to rank so highly because other top sellers included household necessities and Amazon products such as the Fire TV stick. Liquid I.V. sells powders that consumers can add to their water. It sells powders intended to boost hydration, provide immune-system support or increase energy.

“It’s not just a flash in the pan,” Jones told Digital Commerce 360. “This is a brand that has been built and is lasting year over year over year.”

How Liquid I.V. navigated Prime Day 2025

Although Liquid I.V. did not share specifics about its number of units sold, third-party research firm Numerator identified the brand as the third-largest seller on Amazon by volume during the Prime Day 2025 sales event.

It placed behind Premier Protein Shakes and Dawn Platinum Powerwash (Nos. 1 and 2, respectively). It also placed ahead of Amazon’s Fire TV Stick and Amazon Basics paper plates.

Part of that came from Amazon’s focus on availability, he said.

“We are so frequently being shipped on the same day that people order it,” Jones said. “The ability to have an order come to your house on the same day, or next day, or morning of is a really, really powerful benefit that Amazon has, of course, and their reach and ability to find new customers is just really unparalleled. It definitely plays a unique portion within our business.”

Another factor in growing Liquid I.V.’s Amazon sales is subscriptions through the marketplace.

“There’s a big benefit for us to get people into the subscription program and to make sure that they have enough product on their shelves because they kind of have that scarcity effect when it gets low,” Jones said.

How Liquid I.V. prepares for Prime Day and peak periods

The lead-ups to Amazon’s Prime Day event and other peak periods, such as the holiday season, present challenges, especially for brands like Liquid I.V. that have a variety of stock-keeping units (SKUs). That’s because “there’s always surprises,” Jones said.

“At the end of June, there was a pretty significant heat wave that hit the East Coast, for example,” Jones said. “We saw our daily run rates just really explode during that time period. Whenever you have a plan, you throw it out the window the minute you think you have it under control. I would just say from an inventory-planning standpoint, that is something that is so critical. And obviously the most foundational thing is: Are you in stock and can you actually sell your products?”

That heat wave occurred just over a week before the Prime Day event began and around the time Liquid I.V. had launched a new flavor: Orange Vanilla Dream. Liquid I.V. launched the flavor as part of a Fourth of July promotion.

The Liquid I.V. homepage, shown on July 24, highlights a new flavor: Orange Vanilla Dream.

Liquid I.V. also worked with Amazon’s influencer program in 2025. That included a “shop with me” and a “get ready with me” (GRWM) in a hotel with Amazon’s influencers. It also started “driving some hype” on its owned social media pages on TikTok, Instagram and Facebook, Jones said.

He also noted the value of having a strong retention program in place, calling it critical.

“Retention is such a big part of our strategy always, which is who are our existing customers and how do we have a good conversation with them — either with media or with email, CRM, SMS, etc.?”

On the flip side, Prime Day is when brands like Liquid I.V. get a lot of new customers, he said. Although the 2025 data was not available as of Digital Commerce 360’s conversation with Jones, he said that half of its customers were new to its brand during Prime Day 2024.

“But the real success comes from the years and years of building your brand and making sure you’re in a really, really strong place with consumers,” Jones said.

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