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Amazon closing in on CPG retail leader Costco

Adobe Stock

July 28, 2026

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Costco still reigns as the top consumer packaged goods leader but Amazon is closing the gap and not sits just 0.1 share point behind the wholesaler.

That's a top finding from a Numerator report on CPG activity and how retailers are competing for routine consumer household spend and where consumer spend is shifting.

Amazon + Whole Foods gained 1.0 percentage point of CPG share year over year — representing more than $16 billion in consumer packaged goods spending, according to a press release. Amazon + Whole Foods posted the largest increase in food & beverage market share of any retailer, gaining +0.55 share points year over year as consumers continued to expand grocery spending within Amazon's ecosystem.

Costco continues to expand its lead over Sam's Club. 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.

Walmart returned to growth in CPG across multiple categories. Walmart added share in total CPG (+0.2 pts) while increasing shopper traffic (+2.4%) and CPG spend per trip (+1.3%).

Kroger's proposed Giant Eagle acquisition would reshape the grocery rankings, according to the data. 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.