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Where Brand.com Fits CPG Now (and How to Grow Its Role): April 2026

18.5% of CPG shoppers bought on Brand.com in the last 30 days. Amazon captured 55%. That gap is not a channel problem. It is a coordination problem.

Most CPG brands optimize Brand.com in isolation: the site disconnected from the paid signals that drove the visit, loyalty built without full journey visibility, fulfillment gaps diagnosed touchpoint by touchpoint. Fix one of those in isolation and you fix a symptom. Fix the coordination and you fix the strategy.

The margin case is real. DTC carries 15 to 40% higher gross margins than marketplace. Every Brand.com order is a first-party data record that lowers CAC and powers retention Amazon cannot touch. For a $50M brand, 5 points of volume shifted to direct means millions in incremental gross profit before you count what owning the customer relationship is worth.

This report, drawn from 2,021 U.S. CPG consumers surveyed in Q1 2026, shows exactly where Brand.com earns its place and where it breaks down.

Download the Report Now:

18.5% of CPG shoppers bought on Brand.com in the last 30 days. Amazon captured 55%. That gap is not a channel problem. It is a coordination problem.

Most CPG brands optimize Brand.com in isolation: the site disconnected from the paid signals that drove the visit, loyalty built without full journey visibility, fulfillment gaps diagnosed touchpoint by touchpoint. Fix one of those in isolation and you fix a symptom. Fix the coordination and you fix the strategy.

The margin case is real. DTC carries 15 to 40% higher gross margins than marketplace. Every Brand.com order is a first-party data record that lowers CAC and powers retention Amazon cannot touch. For a $50M brand, 5 points of volume shifted to direct means millions in incremental gross profit before you count what owning the customer relationship is worth.

This report, drawn from 2,021 U.S. CPG consumers surveyed in Q1 2026, shows exactly where Brand.com earns its place and where it breaks down.

What You’ll Learn

  • The #1 fulfillment barrier driving shoppers back to Amazon, and which levers actually move the decision

  • Why education-first content drives the highest conversion impact on Brand.com, and why it only works when the landing page delivers on what the paid ad promised

  • Which segments are already predisposed to buy direct, and how to build your strategy around them

  • The three-pillar CPG Brand.com Playbook: Trust + Teach, Value + Reward, Frictionless Fulfillment

  • How AI discovery, social commerce, and signal loss are rewriting Brand.com’s role in 2026

Brand.com does not lose because DTC cannot work in CPG. It loses because the strategy is built in pieces. This report is the diagnostic.