Established Brands and the Evolution of D2C Ecommerce

Established brands—not DNVBs—dominate D2C ecommerce sales. According to recent insights, established brands are outpacing DNVBs’ D2C ecommerce growth and will also be the top-performing D2C brands in 2023. While D2C ecommerce will continue to grow at above-average rates, that growth will be driven by established brands selling directly—not digitally native brands.

Market Upheaval and Strategic Adaptation

Several factors have caused upheaval in D2C ecommerce recently: an ecommerce slowdown, rising costs of digital ads, the higher cost of capital, and growing competition from established brands. Dollars are shifting away from Facebook following iOS disruption, and rising social ad prices have become prohibitively expensive for many DNVBs. Consequently, once-disruptive digitally native brands now struggle to grow profitably and must develop new marketing strategies and sales channels.

To drive future brand growth, D2C brands must seize new digital ad opportunities and adapt their playbook. Many D2C brands are now adopting traditional retail strategies to grow. Furthermore, AI-driven creative tools expand fast, challenging the traditional agency model, while CPGs and cosmetics brands are gaining momentum among DNVBs.

The 10 Largest D2C Brands on Amazon Europe

Digitally native brands have reshaped retail by offering innovative, high-quality products directly to consumers. On Amazon Europe, several of these brands have become major success stories, achieving strong growth, loyal customer bases, and significant market share. In 2025, digital native brands like Anker, Eufy, and Ring are leading Amazon Europe by combining innovation, quality, and strong customer loyalty.

• Anker: Anker specializes in charging accessories and electronics, with a strong focus on innovation, reliability, and sleek design. It remains one of the highest-rated and best-selling brands across Amazon Europe.
• Eufy: Eufy, an Anker subsidiary, has become a household name for smart home products, including robot vacuums, security cameras, and smart locks, consistently ranking among Amazon’s top sellers.
• Ring: Ring, Amazon's own brand after acquisition, dominates the smart doorbell and home security categories across Europe, with massive visibility and customer trust.
• Instant Brands (Instant Pot): Instant Brands revolutionized home cooking with the Instant Pot multi-cooker. Its wide range of appliances, including air fryers and blenders, makes it a best-seller across multiple European Amazon marketplaces.
• Native: Native offers natural personal care products like deodorants and body washes. Its clean beauty positioning has helped it rapidly gain traction on Amazon Europe.
• Fitbit: While Fitbit started as a direct-to-consumer wearable fitness brand, it remains highly popular on Amazon Europe, with a broad product range across fitness trackers and smartwatches.
• Jabra: Jabra specializes in wireless headphones, earbuds, and headsets. Known for strong audio quality and reliability, Jabra is a consistently high-performing brand on Amazon Europe.
• SharkNinja: SharkNinja has established itself as a major player in home appliances, particularly vacuums and kitchen products, with a fast-growing presence across Amazon Europe.
• Theragun (Therabody): Theragun's premium massage devices have carved out a strong niche in the wellness and recovery space, with high demand across Amazon’s European platforms.
• Beats by Dre: Owned by Apple, Beats remains one of the most popular brands for premium headphones and audio equipment on Amazon Europe, especially among younger demographics.

Trends Shaping the E-commerce Landscape in 2025

In 2025, e-commerce emphasizes sustainability and the rise of digitally native brands on Amazon, reshaping the market with eco-friendly products and diverse offerings. However, certain challenges persist as package theft takes a toll on ecommerce and consumer skepticism of AI in the creator economy is surging. To stay informed, businesses should track how AI rewired marketing in 2025 and identify the breakout use cases for marketing leaders.