What changed
Reynolds Q3 net revenues $944M, up 1.4%; price up 9%, retail volume down 7%; foil segment price up 18%; tableware volume and mix down 11%
When
Reported November 4, 2026 for the quarter ended September 30, 2026
Who it affects
CPG and household brands raising prices on Amazon, Walmart and in grocery
What to do
Sort SKUs by how easily shoppers can swap them, then test price changes in small steps

Key takeaways

  • Reynolds Q3 2026: price up 9%, retail volume down 7%, net revenues up 1.4% to $944M.
  • Foil took an 18% price rise and still grew dollar sales; tableware took 4% and lost 11% of volume and mix.
  • Before raising Amazon prices, sort SKUs by how easily shoppers can swap them and test in small steps.

Reynolds Q3 2026 by segment

PriceVolume and mixRevenue
Cooking and Kitchen+18%-6%+9%
Waste and Clean-Up+5%-3%+2%
Home and Tableware+4%-11%-7%
Storage and Organization+4%-8%-4%

What Reynolds reported

Reynolds said Q3 net revenues were $944 million against $931 million a year earlier, with retail revenues flat at $865 million. Price added 9% and retail volume and mix took away 7%. Adjusted EBITDA fell to $163 million from $168 million and adjusted EPS to $0.39 from $0.42, slightly above the roughly $0.38 analysts expected, according to Investing.com. The company kept its 2026 outlook: net revenues up 1% to 3%, adjusted EBITDA of $660 million to $675 million and adjusted EPS of $1.57 to $1.63.

CFO Nathan Lowe said the estimated incremental annualized commodity headwind is still about $400 million, and CEO Scott Huckins said the pricing was needed to recover much higher aluminum costs.

  • Reynolds Cooking and Kitchen Essentials: $337M, up 9%, with an 18% price increase and volume and mix down 6%
  • Hefty Waste and Clean-Up: $248M, up 2%, price up 5%, volume and mix down 3%, profit up on supply chain savings
  • Hefty Home and Tableware: $186M, down 7%, price up 4%, volume and mix down 11%
  • Hefty Storage and Organization: $172M, down 4%, price up 4%, volume and mix down 8%

The lesson most coverage misses

The headline is the 7% volume drop, but the segments tell a sharper story. Foil took an 18% price rise and lost 6% of volume and mix, and Huckins said Reynolds Wrap still grew retail dollar sales by double digits. Plates, cups and cutlery took only a 4% rise and lost 11%, which the company put down to elasticities and the continued decline of foam products. By our rough arithmetic, ignoring mix, foil shoppers cut about a third of a point of volume for each point of price, while tableware shoppers cut close to three.

Huckins also said shoppers are buying more on promotion, moving to opening price point items and choosing larger packs, and are shopping across mass, club and ecommerce. In storage bags he named private label dual sourcing as the biggest headwind. For Q4, Reynolds plans new displays and sharper promotional price points and said competitive intensity remains high.

Volume and mix change by segment, Q3 2026

  • Waste and Clean-Up-3%
  • Cooking and Kitchen-6%
  • Storage and Organization-8%
  • Home and Tableware-11%
Source: Reynolds Consumer Products Q3 2026 release

So what for brands on Amazon

The same product type can carry a big price rise or punish a small one, depending on how easy it is to swap. On Amazon that swap is one scroll away: a store brand, an Amazon Basics item or a cheaper seller sits on the same results page. Before any price increase, the question is not what your costs did, it is how many units you lose for each point of price.

Worked example: the same 10% increase, two outcomes

Illustrative numbers only. A $20 product sells 1,000 units a month. It costs $8 to make, and fees are $7 ($3 referral at 15% plus $4 FBA), so profit is $5 a unit, or $5,000 a month. Raise the price to $22 and referral rises to $3.30, so profit becomes $6.70 a unit.

If shoppers behave like foil buyers and cut volume by about a third of the price change, units fall 3.3% to 967 and monthly profit rises to about $6,480, up 30%. If they behave like tableware buyers and cut almost three times the price change, units fall 27.5% to 725 and profit drops to about $4,860, below where you started, and lower sales velocity can also cost organic rank. Run your own numbers in the Amazon profit calculator.

What sellers should do now

Use the Reynolds split to plan Q4 and early 2027 pricing:

  • Pricing owner: tag each SKU as hero (brand searched by name) or swappable (store brands and cheaper rivals on page one). Metric: price gap to the three closest alternatives on your main query.
  • Pricing owner: raise prices in steps of 3% to 5% on hero SKUs only, holding each step two weeks. Metric: unit session percentage and units per day in Business Reports versus the prior two weeks.
  • Catalog lead: add a larger pack where shoppers are trading up in size, made and packed by the brand to stay inside Amazon's bundle rules. Metric: price per unit and average order value.
  • Promotions lead: put Black Friday and Cyber Monday coupons on swappable SKUs and protect the list price of heroes. Metric: incremental units versus the four weeks before the event.
  • PPC manager: cut bids on generic queries where a price gap is hurting conversion and fund branded and defensive terms. Metric: ACoS against the margin based target in your Amazon PPC management plan.
  • Brand owner: check Brand Analytics top clicked products for store brands on your main queries every month. Metric: your click and purchase share.

Before you raise an Amazon price

  • Tag SKUs hero or swappable
  • Check gap to three alternatives
  • Raise heroes in 3% to 5% steps
  • Hold each step two weeks
  • Coupon swappable SKUs for BFCM
  • Re-set bids to new margin

When this does not apply

Reynolds sells mostly through grocery, mass and club retailers, and it did not break out Amazon. Its volume figures include mix, so our elasticity estimates are rough. A patented, differentiated or subscription heavy product can behave very differently, and a price cut during a stock shortage will not lift sales. Test on your own SKUs before you change the whole catalog; our Amazon pricing strategy guide covers the setup.

Where PPC Spider helps

PPC Spider is a marketplace agency for brands selling on Amazon and other marketplaces. SpiderOS monitors bids, budgets, search terms and stock, and sets target ACoS from product margin after fees, so a price change flows straight into bids. More earnings stories sit on our ecommerce marketplace news page. If you are unsure which SKUs can carry a price increase, start with a free Amazon audit.

Sources

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