Why The Amazon Native AquaSonic Landed A Walmart Deal - And Never Was A Social Brand | AdExchanger

"AquaSonic, founded in 2017, picked up early traction by offering a far more affordable electric toothbrush and accessory kit than was available at the time, said Arsalan Rahbarpoor, a co-founder and president. There is an interesting bifurcation in the toothbrush market. Amazon's list of best sellers in the toothbrush and accessory category is a useful example, as you'll see a mix at the top that includes the AquaSonic hero product ($29.95), the Philips Sonicare ($39.96) and Oral-B iO ($59.99), alongside the best-selling analog brush, a Colgate six-pack ($4.96)."

"People tend to think of digital-native product brands as a single bucket. But there's a huge difference between companies that are social natives, for instance, rather than an Amazon-based brand. For one thing, a brand that's born and raised on Facebook, Instagram, TikTok and/or YouTube generally prioritizes its own site and DTC shopping experience. The Amazon brand relies on Amazon for that, rather than its site as the primary checkout lane."

AquaSonic launched in 2017 and gained traction by offering a lower-priced electric toothbrush and accessory kit. The toothbrush market shows a clear bifurcation between Amazon-dominant brands and social-native DTC brands. Amazon best-seller listings place AquaSonic's $29.95 hero product alongside higher-priced Philips Sonicare and Oral-B iO models and a low-cost Colgate analog. AquaSonic's Amazon review volume far exceeds incumbents, indicating strong marketplace performance. Social-native brands prioritize their own sites and DTC experiences, while Amazon-native brands rely on Amazon as the primary checkout. Platform choice shapes marketing, distribution, and growth trajectories for ecommerce consumer brands.

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