Amazon Data Report

How Health, Grocery, and Ingredient Virality Are Reshaping Amazon in 2026

According to Jungle Scout’s 2026 Beauty, Health & Wellness Innovation Report, the fastest-growing brands on Amazon are no longer thinking in silos. Instead, they’re building growth strategies around ingredients, benefits, and consumer intent—not traditional category definitions.

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Report cover for the Beauty, Health and Wellness Innovation Report from Jungle Scout

The Big Shift:
Growth Is Being Driven by Volume, Not Price

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Beauty & Personal Care

Beauty & Personal Care delivered consecutive quarterly revenue and unit growth, while flat ASPs confirm that Q3’s 21% YoY growth was volume-driven.

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Health & Household

Health & Household maintained stable pricing while benefiting from high-frequency essential purchases

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Grocery

Grocery growth scaled through replenishment staples, while innovation surfaced in beverages, protein, and functional formats

Beauty, Health & Wellness Innovation Report cover

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This report explores why 2026 is the year these categories collide—and why brands that fail to understand the cross-category signals behind these shifts risk falling behind.

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