Amazon Launches Private Label Milk & Dairy Products Under Happy Belly Brand

Continuing its expansion into private label beverages, Amazon has just launched its first non-Whole-Foods private label brand milk and dairy products.

The new items we are seeing appear to have just been quietly released under the Happy Belly brand, and are currently available only via AmazonFresh. The four milk items are all lactose free.

The new Happy Belly milk and dairy items are:

  • Happy Belly Lactose Free 1% Low Fat Milk
  • Happy Belly Lactose Free 2% Reduced Fat Milk
  • Happy Belly Lactose Free Whole Milk
  • Happy Belly Lactose Free Fat Free Milk
  • Happy Belly Half & Half
  • Happy Belly Heavy Whipping Cream, 16 Ounces
  • Happy Belly Dairy Whipped Topping, 6.5 Ounces
  • Happy Belly Dairy Whipped Topping, 13 Ounces

In terms of competitive positioning, Amazon says the following on product description pages:

  • “If you like Lactaid, we invite you to try Happy Belly”
  • “If you like Reddi Wip, we invite you to try Happy Belly”
  • “If you like Darigold half & half, we invite you to try Happy Belly”
  • “If you like Darigold whipping cream, we invite you to try Happy Belly”

This is not Amazon’s first private label dairy foray in the US. Back in October, we found that Amazon launched 24 varieties of private label cheese under its Happy Belly brand as well. However, it is the first time we’ve seen Amazon-owned brand milk launch aside from its Whole Foods private brands.

Amazon markets its Happy Belly brand in North America, Europe, and Asia. It has launched a number of beverage products under the brand in Japan in particular, including waters, teas, sports drinks, and “vitamin jellies.” We would not be surprised to see Amazon expand further into those categories in the US this year.

We’ll continue tracking Amazon’s private label efforts in food and beverage around the world here at TJI.

Amazon Launches Solimo Brand Private Label Coconut Water

Continuing its private label expansion in the beverage category, Amazon has launched a new coconut water product under its Solimo brand.

Solimo Coconut Water currently sells for $24.99 for a 24-pack of 11.2 oz cartons. It’s listed as the #1 New Release in coconut water, per Amazon.

The top selling coconut water brands on Amazon currently are Vita Coco, Bai, Zico (owned by Coca-Cola), Naked, Taste Nirvana, O.N.E. (owned by PepsiCo), C2O, Harmless Harvest, Pure Inventions, Laird, and Amy & Brian. Those coconut waters range in price from $0.08/oz to $0.18/oz. Solimo Coconut Water comes in on the lower end of that range at $0.09/oz.

Most market size estimates we see put the US coconut water market at about $2 billion per year.

Amazon has been expanding the Solimo brand into more beverage categories lately. It also recently launched Solimo drink mixes in lemonade and fruit flavors, in addition to Ensure-style Solimo nutritional shakes. (“If you like Ensure, we invite you to try Solimo,” the product description reads.)

Amazon has also been expanding its now well established Solimo brand coffee and tea selection.

In addition to Amazon’s private label brands, we have been tracking a growing number of Amazon Exclusive “Our Brands” beverage brands, such as recent additions like Amizle (tea), Fevo Italia (coffee), and Pomona (juices).

TJI Research Media Citations This Week

Here’s a roundup of selected TJI Research citations from across the media world for the week ending February 15, 2019:

10 Amazon Exclusive Brands Added to TJI Amazon Brand Database

We’ve added 10 Amazon Exclusive “Our Brands” to the TJI Amazon Brand Database. The new brands we’re seeing are across grocery, beauty and personal care, household hardware, and jewelry.

The new brands are:

  1. Amizle – tea
  2. Florapy Beauty – sheet masks
  3. GenOne Laboratories – dietary supplements
  4. Grandma’s Choice – flavored liquid extracts
  5. Level Mount – wall mounts
  6. Moccoa – sinks
  7. PetOde – clothes folders
  8. Pretty Pixy – women’s scarves and kimonos
  9. Samaira Jewelry – jewelry
  10. Simple Suds Co. – soaps and cleansers

For more information, see theTJI Amazon Brand Database or Subscribe to the TJI Briefing.

HealthWise and EverOne, Two More Healthcare-Related Amazon Exclusive “Our Brands,” Launch

As we continue to track Amazon’s healthcare efforts, we are seeing two new healthcare-related Amazon Exclusive “Our Brands” now live on

The first is Healthwise, which currently only lists one product for sale, the HealthWise Maximum Strength Pain Relief 4% Lidocaine Patch. We are not totally clear on who is making this Healthwise brand as there are multiple other Healthwise brands out there – one possibility is this Healthwise that makes dietary supplements, but we’re not yet sure.

The second is EverOne, which is currently selling this first aid EverOne Instant Cold Pack, in addition to several nitrile gloves. The item is launching with several Vine reviews. Based on trademark records, EverOne appears to be produced by Brooklyn-based EverReady First Aid, a maker of first aid kids for industrial, commercial, residential, and military use.


Healthwise joins other OTC medicine Amazon “Our Brands” including Basic Care (Perrigo), SoundHealth (Bestco), Wellness Basics (PL Developments), and Primary Health (Aurohealth), whose launch we identified in November. EverOne joins SimplySafe and SupplyMaster as Amazon Exclusive brands selling nitrile gloves under Amazon’s “Our Brands” program.

Both Healthwise and EverOne have been added to the TJI Amazon Brand Database. For more, subscribe to the TJI Briefing.

Eero Home Wifi System Added to TJI Amazon Product Database

Today, Amazon announced that it has agreed to acquire Eero, the maker of home wifi systems.

“We are incredibly impressed with the eero team and how quickly they invented a WiFi solution that makes connected devices just work,” said Dave Limp, SVP of Amazon Devices and Services. “We have a shared vision that the smart home experience can get even easier, and we’re committed to continue innovating on behalf of customers.”

The Eero Home Wifi System has been added to the TJI Amazon Product Database.

10 Amazon Exclusive Brands Added to TJI Amazon Brand Database

We’ve added 10 Amazon Exclusive “Our Brands” to the TJI Amazon Brand Database. The new brands we’re seeing are across home exercise equipment, OTC medicine and first aid, apparel, and grocery.

The new brands are:

  1. Circuit Fitness – exercise equipment
  2. EverOne – first aid products
  3. Fevo Italia – coffee
  4. Genuine Assembly – men’s casual clothing
  5. Groomist – pet care
  6. HealthWise – OTC pharmaceuticals
  7. Mavour Couture – women’s activewear
  8. Remarkable Gift Co. – food gift baskets
  9. South Bay Chocolate Co. – chocolate
  10. Thya – olive oil

For more information, see theTJI Amazon Brand Database or Subscribe to the TJI Briefing.