Strength in nutrition, innovation, and strategic investments position global leader for a bright future
ADA, MICH., USA, March 12, 2025 – Amway, the world’s largest direct selling company, today reported sales of $7.4 billion USD for the year ending December 31, 2024. While this reflects a 3% decline from the previous year due to the strength of the US dollar, the company saw positive momentum in key areas that affirmed its focus on health and wellbeing. It also made significant operational advancements and leadership transitions to fuel long-term growth.
“Our dedication to the success of Amway Business Owners (ABOs) and their customers around the world drives everything we do,” said Michael Nelson, who assumed responsibility as CEO in September 2024. “This past year was one of strategic investments, emphasis on timely innovations, and an unwavering commitment to our timeless values – all aimed at helping ABOs grow their businesses.”
Nelson brings more than 30 years of experience with Amway to the CEO role, along with deep industry knowledge and a clear vision for the company’s next era of growth. His leadership transition marked a new chapter focused on building from Amway’s legacy and longstanding strengths while evolving to meet the needs of business owners and customers today.
Health and wellbeing gains momentum
Among the bright spots of 2024, Amway’s nutrition category grew by 2%, now representing 64% of total global sales. This growth reflects rising consumer demand for science-backed products that support health and wellbeing. The company’s Nutrilite™ brand continues to hold its position as the world’s No. 1 selling vitamin and dietary supplements brand.*
In response to the growing need for comprehensive wellness support, most Amway markets introduced “solutions” – curated product combinations paired with recommended daily habits to help customers take a more holistic approach to wellbeing. These solutions draw on Amway’s expertise in plant science and continued investment in gut microbiome research, while also equipping ABOs with powerful ways to guide customers on their health and wellbeing journeys.
For example, Amway launched Gut Health solutions, featuring a combination of plant protein powders, fiber supplements, and probiotics to help support overall wellness with a focus on a healthy gut. By offering broad support for trending consumer needs, Amway is leveraging its strengths to make it easier for people to start and stick to healthy habits.
Investing in the future
At home in Ada, Mich., Amway continued investing in major world headquarter renovations and expanded manufacturing, quality control, and research and development capabilities. The company also upped its sustainability efforts, reducing power consumption at world headquarters, increasing its use of post-consumer recycled content in select packaging and growing renewable energy use in its operations worldwide.
With a strong foundation, a dynamic leadership team, and a commitment to helping ABOs deliver innovative health and wellbeing offerings, the company is poised for new growth and impact in the years ahead.
About Amway
Amway is a business owner-led global health and wellbeing company based in Ada, Michigan, U.S. It is committed to serving Amway Business Owners and their customers across more than 100 countries and territories worldwide. Top-selling brands for Amway are Nutrilite, Artistry™ and XS™ – all sold exclusively by entrepreneurs who are known as Amway Business Owners. Amway is the No. 1 direct selling business in the world, according to the 2024 Direct Selling News Global 100 list. For company news, visit: https://www.amwayglobal.com/newsroom.
*Source: GlobalData, www.gdretail.net/amway-claims. Claim based on retail value share. Includes sales of both Nutrilite and Nutriway-branded products.
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