The insight: Consumers won’t order toilet paper online unless they know it will arrive quickly.

The strategy: By guaranteeing Prime members fast, reliable delivery, Amazon is winning ecommerce share in everyday essentials such as health and personal care. Everyday essentials is the retailer’s fastest-growing category as consumers feel confident their toilet paper will arrive the same or next day after they placed their order.

• The retailer last year delivered over 2 billion essential items in the US within a day, a more than 50% YoY increase thanks to its pivot from a nationwide distribution network to a regional model that aimed at faster ecommerce order fulfillment.