FAQ: Mitch Gould's Role in Building Amazon's Sports Nutrition Category and the Evolution of Distribution Model

What is the main topic of this article?

The article covers Mitch Gould’s early collaboration with Amazon to build their sports nutrition category and how that experience inspired his current ‘Evolution of Distribution’ model for helping brands enter the U.S. market.

Who is Mitch Gould and what is his role?

Mitch Gould is the Founder and CEO of Nutritional Products International (NPI) and is known throughout the health and wellness industry for developing the ‘Evolution of Distribution’ model.

What was Gould’s role in Amazon’s early development?

In the early 2000s, Gould and his team at NPI worked with Amazon’s buying department to stock their emerging health and wellness platform with over 100 brands and products, effectively helping build Amazon’s sports nutrition category from the ground up.

What is the ‘Evolution of Distribution’ model?

The ‘Evolution of Distribution’ is a turnkey, full-service system that integrates all aspects of brand launch including sales, logistics, FDA compliance, marketing, and online retail placement to help brands efficiently enter and thrive in the U.S. retail market.

Why did Gould develop the Evolution of Distribution model?

Gould built the model because brands were struggling to enter the U.S. market efficiently, and he wanted to provide a solution that would save them time and money while accessing top-tier retailers.

What were some early success stories from Gould’s Amazon collaboration?

Native Remedies and Flora Health were early success stories that saw exponential growth after being introduced to Amazon, generating millions in new sales and visibility for these emerging wellness brands.

What retailers does NPI currently work with?

NPI continues to work with major retailers including Costco, CVS, Walgreens, Walmart, The Vitamin Shoppe, and GNC, adapting its model to the changing omnichannel landscape.

How has consumer behavior changed according to the article?

Consumer behavior changed permanently after the pandemic, with e-commerce remaining central to how people shop even though they have returned to physical stores.

What was Amazon’s focus when Gould began working with them?

In the early 2000s, Amazon was primarily known as an online bookstore branching into electronics, and was just beginning to expand into health and wellness products.

What benefits does the Evolution of Distribution model provide to brands?

The model saves brands time and money by managing the entire market entry process, eliminating the need for massive spending on office space, staffing, and consultants while providing access to top-tier retailers.