Observed Signal · Jul 16, 2026 · Industry Trend / Analysis · Source: Modern Retail · Impact: 2/5 · Sentiment: Positive
Why Amazon Sales Are Surging for Three Startups
Modern Retail examines why three digitally native startups — Suri, P.F. Candle Co. and Pretty Tasty — have seen outsized Amazon growth in 2026. Factors cited include omnichannel expansion (retail placements such as Target), influencer-driven awareness (a Kylie Jenner post driving tens of millions of views), use of Amazon-native features (Subscribe & Save, coupons, A+ Content), agency support for marketplace operations, and consumer one-stop-shopping behavior. Suri reported a 169.5% sales increase during Prime Day year-over-year; Pretty Tasty is investing in reviews and A+ Content after hiring agency support; P.F. Candle Co. said Amazon growth has offset a dip in its direct e-commerce. The piece frames Amazon as a trusted purchase destination and a tactical growth channel for early-stage consumer brands.
Provides tactical insights into how Amazon and marketplace tactics are driving growth for DTC brands — relevant to retail media and brand growth strategies but not a major platform policy or industry-shifting event.
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Key Takeaways & Evidence Grounding
- Suri reported U.S. sales up 169.5% during this year’s four-day Prime Day event versus last year.
- Suri expanded into Target in the U.S. in February and saw additional awareness after an organic Kylie Jenner video that generated over 40 million views.
- Pretty Tasty (a two-year-old beverage brand) is already available at CVS and Sprouts and is expected to be in 4,000 retail doors nationwide.
- Pretty Tasty hired the agency Digishop Girl to grow its Amazon business and is prioritizing reviews and Amazon A+ Content.
- P.F. Candle Co. said its Amazon sales have grown this year and have partially made up for a decline in its direct e-commerce; the brand fulfills orders itself rather than using Fulfilled by Amazon.
Connected Companies & Entities
7 Entities mapped“Amid a challenging macroeconomic year, Amazon has proven to be a powerful sales engine for many digitally native startups....”
“One, the brand launched in Target in the U.S. in February....”
“Whatnot acquires Shaped to power real-time live shopping recommendations (TechCrunch)...”
“Costco opens first standalone gas station (Retail Dive)...”
“It’s a far cry from the 2010s, when many of the most notable VC-backed startups — like Glossier and Away — were hesitant about launching on ...”
“Walmart reveals soccer fans’ World Cup shopping habits....”
“It’s soon going to be in 4,000 retail doors nationwide and is already available at CVS and Sprouts....”
Ontology Mapping & Concepts
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