Dive Brief:

• Expanding its base of retail outlets, DTC vitamin and supplements brand Care/of on Thursday launched on Amazon.
• The Amazon launch marks the first time Care/of products are being offered through an e-commerce retailer other than its own site, according to details emailed to Retail Dive. It represents the brand’s second move into a major wholesale partnership in three months, having struck a deal in April to offer products through Sam’s Club.
• The timing of the Amazon launch comes just before the e-commerce giant’s annual Prime Day. As part of the launch, customers can receive 20% off any of the three Care/of products being offered via the website.

Dive Insight:

In launching on Amazon, Care/of is featuring its Energy, Stress Less, and Immunity supplements, priced between $18 and $25 for 30-day supplies. A sleep supplement will be added to the Amazon mix later in July, with plans to roll out additional products in the future, per the company.

Amazon customers will also have access to the brand’s free Routines & Reflections app, which is offered to help Care/of buyers round out their personalized wellness and health routines.

Founded in 2016 by Craig Elbert and Akash Shah, Care/of has been busy this year expanding its customer base through its partnerships with Sam’s Club and Amazon. Care/of first ventured into brick-and-mortar through a wholesale partnership with Target stores in 2021.

The Care/of partnerships are further examples of an accelerated trend as multiple DTC brands pursue wholesale avenues to spread their message and products across a variety of outlets and platforms.

“When Care/of launched, we were all about offering a personalized vitamin routine made easy — with quality you could really trust,” Care/of CEO Elbert said in an email. “Today, everything we do as a brand is to make it even simpler for our customers to really thrive, including bringing our products directly to where our customers already are for a seamless experience.”

The company said it continues to look for ways to broaden its customer base by seeking them out where they shop and live, noting that Sam's Club has a “more traditional physical presence” and caters to customers who visit stores in person, while Amazon has a “large global presence”, which gives the company the “ability to tap into a vast network of potential customers we may not have been able to reach before.”

The vitamin and supplement industry on Amazon in the U.S. produced an estimated $7.41 billion in sales in 2022, up 13.7% from 2021, according to data from Similarweb. “This market is continuously growing and expanding online, with third party retailers playing an increasingly large role,” said Sneha Pandey, Insights Manager at Similarweb.

Sales of vitamins and mineral supplements increased substantially during the pandemic and are projected to continue that growth for the foreseeable future. The vitamin and mineral supplements market in 2019 was $21.4 billion in the U.S., according to Statista. The U.S. market is projected to grow to $30.5 billion by 2025.