Liquid I.V. Rises on Amazon Sellers List
Liquid I.V. ranks high in Amazon Prime Day sales, becoming second most purchased product on Day 2 with huge ecommerce sales numbers during summer event.
Hydration brand Liquid I.V. marked its fourth straight year as a top seller during Amazon’s summer Prime Day event, taking the No. 2 spot in 2026. It was the No. 3 most purchased product on Day 1 of Amazon’s four-day summer sales event in June, according to market research firm Numerator.
Liquid I.V. then moved up to become the second most purchased product on Day 2 of the event, Numerator found. U.S. retailers combined for about $26.4 billion in ecommerce sales altogether during Amazon Prime Day 2026.
Liquid I.V. prepares for Amazon Prime Day sales by targeting consumers shopping in the hydration category who are not necessarily buying from Liquid I.V., said Danielle Grover, senior director of ecommerce at Liquid I.V. The planning starts two to three months ahead of time.
Part of that planning includes deciding when to launch new products, Grover said. Implementation starts in the final month before the event. That’s when Amazon gives brands a heads up about its event, she said. Liquid I.V. seeks to anchor itself in cultural moments before the sales event to increase its brand awareness.
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“And then we have to be ever-fluid with our budgets and be able to turn campaigns on and off when [we get] that initial notice of, ‘Okay, Prime Day is in two weeks from now or three weeks from now,’” Grover said.
Liquid I.V. also retargeted throughout the period, Grover said, not just at the outset. As part of its post-event analysis, it has been digging into its data to see how many consumers made purchases on the first day and the fourth.
The fourth day of the Prime Day sales event was on a Friday, not far before the July 4 holiday. Grover referred to Prime Day as “one of the many ecommerce sale days of the summer.”
Liquid I.V. has to understand which customers are buying from Amazon versus its other platforms, Grover said. From there, the brand has to make sure its sales channels “work together instead of against one another.”
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Liquid I.V. noticed an increase in conversion rate during the Prime Day event, Grover said. She attributed that to Amazon “being very specific in where they show their ads.”
As the brand continues to analyze its data from the Prime Day event, it will continue to evolve its strategy for future events.
They will be looking to build on this success.
