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How NPI's Founder Helped Build Amazon's Sports Nutrition Empire

Discover how Mitch Gould and Nutritional Products International helped Amazon build its sports nutrition category from scratch, revolutionizing e-commerce for health brands and creating the Evolution of Distribution model.

This news matters because it reveals the behind-the-scenes story of how Amazon's massive health and wellness category was built, showing how strategic partnerships and distribution expertise can shape entire retail ecosystems. For consumers, this history explains why Amazon became a go-to destination for nutritional products, while for brands it demonstrates the importance of experienced distribution partners in navigating complex retail landscapes. The continued evolution of NPI's distribution model also provides insight into how successful retail strategies adapt to changing consumer behavior, particularly in the post-pandemic era where omnichannel presence has become essential for brand success.