Numerator: Amazon continues to gain CPG market share
Amazon is gaining ground on Costco’s status as the second-largest consumer packaged goods (CPG) retailer in the country.
According to new data from Numerator, Amazon and Whole Foods gained 1.0 percentage point of CPG share year over year, representing more than $16 billion in consumer packaged goods spending. Both retailers combined now sit just 0.1 share points behind Costco.
Walmart still has a commanding lead as America’s largest retailer, claiming 20.8% of CPG market share as of June 30, 2026. The retail giant added share in total CPG (+0.2 pts) while increasing shopper traffic (+2.4%) and CPG spend per trip (+1.3%) year over year, with growth being seen across household, pet, baby and food & beverage.
[READ MORE: Coresight: Walmart, Amazon cross major market-share milestone]
Numerator says Amazon’s gains were supported by broader household adoption (+2.6 pts in U.S. household penetration) and more frequent shopping (+11% trips per household), suggesting Amazon continues to strengthen its role in consumers' everyday purchasing habits. Amazon and Whole Foods posted the largest increase in food & beverage market share of any retailer, gaining +0.55 share points year over year.
According to the data, Costco continued to widen its lead over Sam's Club, growing CPG share by +0.46 percentage points while Sam's Club lost 0.45 points year over year. However, Sam's Club isn't losing market share exclusively to Costco. Among current Sam's Club shoppers, Amazon gained +0.8 share points of CPG spending compared with +0.4 points for Costco year over year.
Numerator also noted that Kroger's proposed Giant Eagle acquisition would reshape the grocery rankings. If approved, the acquisition would increase Kroger's food & beverage market share from 8.3% to 8.7%, moving it ahead of Costco to become the country's second-largest grocery retailer by share.
See Numerator’s full CPG market share analysis below:
