Curated News
By: NewsRamp Editorial Staff
October 28, 2025
How NPI's Founder Helped Build Amazon's Sports Nutrition Empire
TLDR
- NPI's Evolution of Distribution model gives brands a competitive edge by providing turnkey access to major US retailers like Amazon and Walmart while reducing costs.
- NPI's full-service system manages all aspects of brand launch including sales, logistics, FDA compliance, marketing, and retail placement through a streamlined process.
- NPI helps health and wellness companies expand globally, making beneficial products more accessible to consumers worldwide through efficient distribution channels.
- Mitch Gould and NPI helped build Amazon's sports nutrition category from scratch, introducing over 100 brands that transformed online health product shopping.
Impact - Why it Matters
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.
Summary
Mitch Gould, Founder and CEO of Nutritional Products International (NPI), is being recognized for his pivotal role in shaping Amazon's early expansion into the health and wellness sector. In the early 2000s, when Amazon was primarily known as an online bookstore branching into electronics, Gould and his team at NPI collaborated with Muscle Foods to help stock Amazon's emerging health and wellness platform with over 100 brands and products. This strategic partnership effectively helped Amazon build its sports nutrition category from the ground up, transforming the e-commerce landscape for nutritional supplements and wellness products.
Among the early success stories were Native Remedies and Flora Health, both of which experienced exponential growth after being introduced to Amazon through NPI's efforts. These companies became prime examples of how visionary product placement and brand management could generate millions in new sales and visibility for emerging wellness brands. Gould's experience during this transformative period for e-commerce ultimately became the foundation for NPI's innovative 'Evolution of Distribution' model—a turnkey system that helps brands enter and thrive in the U.S. retail market by integrating all aspects of brand launch under one roof.
Today, NPI continues to work with major retailers including Costco, CVS, Walgreens, Walmart, The Vitamin Shoppe, and GNC, adapting its proven model to a rapidly changing omnichannel landscape. The company's work with InHealth Media (IHM), a full-service marketing and communications agency, further enhances its ability to help brands amplify their presence through comprehensive marketing strategies. As consumer behavior continues to evolve post-pandemic, with e-commerce remaining central to shopping habits, NPI's expertise in both online and brick-and-mortar retail positioning ensures brands can reach consumers wherever they are with products that make a difference.
Source Statement
This curated news summary relied on content disributed by Newsworthy.ai. Read the original source here, How NPI's Founder Helped Build Amazon's Sports Nutrition Empire
