Liquid I.V. applies Prime Day insights to DTC ecommerce sales

Hydration brand Liquid I. V. continued to grow its sales on Amazon during Prime Day, but it is also testing ways to increase its direct-to-consumer (DTC) ecommerce business. That involves finding ways to differentiate the brand’s DTC and wholesale offerings, according to Danielle Grover, senior director of ecommerce at Liquid I. V.

“Summer season is definitely our peak,” Grover told Digital Commerce 360. “That’s where we need to find different moments throughout the year to really make each quarter be its own and have its pop.” She noted that the Cyber 5 (Thanksgiving through Cyber Monday ) is also a big selling season for Liquid I. V. and the key moment for Q4.

However, it has to take a different approach from a product standpoint for that than for its summer sales. Last year, Liquid I. V. launched a hot chocolate flavor for the Cyber 5. That “sold incredibly well — sold out on TikTok within the first three weeks,” Grover said. “And then we were able to replenish very fast.”

But how consumers purchase from Liquid I. V. on Amazon and TikTok varies from how they can buy from its DTC ecommerce site. News Liquid I. V. climbs higher on Amazon Prime Day sellers list Abbas Haleem | Jul 15, 2026