What is Innovation on Amazon, anyway?
Innovation has always fueled growth on Amazon — but for many brands, it often feels elusive.
- Fragmented seller governance erodes margins and creates friction amongst consumers.
- Pricing pressure makes it harder to defend ASPs against discount-heavy competitors.
- Sluggish product pipelines leave brands chasing trends instead of shaping them.
- Costly advertising spend often feels like an additional expense, not a source of insight.
With growth rarely linear, brands are left guessing how to forecast, plan, and invest with confidence. The question becomes: what separates the brands that consistently break through from those left behind?
From Guesswork to Framework
The answer, as our research shows, is that the most successful brands don’t rely on chance. They’ve built discipline around innovation. They treat Amazon not just as a sales channel but as a real-time testing ground—listening to shopper signals, experimenting with ads, scaling what works, and enforcing control where it matters.
The Six Rules of Innovation
These rules emerged from analyzing thousands of SKUs, dozens of categories, and the fastest-growing brands on Amazon:
Together, these rules form a playbook. But the real proof lies in how leading brands apply them in practice.
Who’s Leading the Way?
According to Jungle Scout’s 2025 Amazon Innovation Report, our innovation scorecards identified winning brands and what they looked like:
- La Roche-Posay streamlined its catalog, protected pricing discipline, and captured unbranded skincare demand to fuel sustained growth.
- OtterBox validated a high pace of new product launches with ad-led testing, driving +86% revenue growth in Q2 YoY while preserving margins.
- Momcozy scaled rapidly by expanding its assortment and leveraging 3P partnerships to cement leadership in the mom-and-baby category.
Spark Innovation with the Jungle Scout Amazon Innovation Report
But how do you make these learnings actionable and a reality? What if there was a repeatable playbook? That’s exactly what our Amazon Innovation Report delivers:
- How the best brands treat innovation as a routine, not guesswork
- Visibility into real revenue growth levers
- Case studies that prove what works (and what doesn’t)
This industry-first report also breaks down:
1. The six rules of innovation top brands live by
2. Categories setting the pace for growth in Q2 2025
3. Real-world case studies of brands that turned challenges into breakthroughs
4. A playbook + action checklist you can put to work immediately
Innovation doesn’t have to feel elusive or unpredictable. It can be measured, repeatable—and it starts here.
Your Next Step
Innovation on Amazon is no longer optional, and it doesn’t happen by accident. It happens when brands adopt a framework, learn from leaders, and put proven rules into action.
Read Jungle Scout’s 2025 Amazon Innovation Report to explore the six rules in full, see which categories are innovating fastest, and study the case studies that provide a blueprint for growth.
Get the report
