This is the TJI Amazon Briefing for May 20, 2019.
A month after launching private label energy drinks, Amazon has just also launched private label energy shots like those marketed by 5-Hour Energy and related brands.
The new Solimo Energy Shots sell for $14.99 for a pack of 12 2-oz shots.
Following our findings a few weeks ago that Amazon was launching private label milk, dairy, and coconut water products under its Happy Belly and Solimo brands, we have been observing signals that Amazon is planning to further invest in and expand its private label food and beverage offerings in the form of new job posts focused on these roles.
Amazon has been growing its private label food & beverage offerings under a portfolio of brands, including Happy Belly, Solimo, AmazonFresh, and Wickedly Prime. The selection offered within these brands has significantly increased over the last several months.
Amazon now sells “Our Brand” items under 130+ private label brands and 400+ Amazon Exclusive brands. For more on Amazon’s private label efforts, subscribe to the TJI Amazon Briefing and check out the TJI Amazon Brand Database.
As Amazon continues to expand its portfolio of private label brands and products — it has launched 140 private label brands globally to date, we count — we are seeing a new private label brand incorporating the “Amazon” name for the first time in a long while.
Based on multiple items that recently went live on Amazon.com, we believe Amazon is planning to launch a new line of private label commercial and industrial products under the AmazonCommercial private label brand.
While Amazon has been selling some professional products under its other private label brands for some time — such as its expanding AmazonBasics line of professional cleaning and janitorial supplies — this marks the first time Amazon has created a new product brand just for commercial and industrial supplies that we have seen.
The new AmazonCommercial items we are seeing are in the industrial lighting category. For example, this AmazonCommercial Linkable Motion Sensing LED Utility Shop Light with Bypass Switch is now listed for sale at $104.99 with shipping starting in a month. “Create a bright, efficiently lit work environment with the AmazonCommercial Linkable LED Utility Shop Light,” the product description reads. A number of similar AmazonCommercial lighting products are also now listed for sale on Amazon.com.
AmazonCommercial items are currently listed under AmazonBasics, despite having a different title. That could change, or AmazonCommercial could remain a sub-brand of the AmazonBasics brand, one of Amazon’s broadest private labels.
While AmazonCommercial is the first Amazon private label brand in the industrial supplies space, several other Amazon Exclusive “Our Brands” have launched in the category. These includes brands like Simply Floors, Simply Deliver, SupplyMaster, and more. A full list can be found within our TJI Amazon Brand Database.
Amazon continues to ramp up its B2B selling efforts. Amazon said last fall that its Amazon Business marketplace was on pace to do $10 billion in revenues in 2018. Amazon currently says it has 1 million worldwide Amazon Business customers and 150,000 Amazon Business sellers. Competing top commercial suppliers include Grainger, ULINE, and many more.
Amazon has worked hard in recent years to integrate Amazon Business into dozens of e-procurement/ERP purchasing systems in order to make it easier for customers to buy from Amazon as an approved vendor using existing purchasing tools. This effort could help Amazon continue to displace traditional wholesale distributors across verticals. Amazon says it has integrated with the following 75 purchasing systems as of today:
Just as Amazon’s B2C private label efforts are still relatively young compared to many other retailers, its B2B private label efforts are even younger.
Nevertheless, the launch of AmazonCommercial brand items shows Amazon intends to invest more in this direction. We’ll continue tracking its growth as Amazon’s efforts evolve.
We’ve added 11 Amazon Exclusive “Our Brands” to the TJI Amazon Brand Database. The new brands we’re seeing are across electronics, home goods, baby, and apparel.
The new brands are:
To track Amazon’s ongoing private label and exclusive brand efforts, Subscribe to the TJI Amazon Briefing.
As it continues to expand its portfolio of private label brands and product categories, Amazon has just launched a new private label women’s clothing brand called The Drop, we are seeing.
Currently 3 items are listed under The Drop brand:
Amazon describes these items as “wardrobe-essential,” “classic,” and “perfect for everyday wear.” Like many other (but not all) Amazon private label brands, the items are described as “An Amazon Brand” on their product detail pages.
Amazon sells a variety of women’s clothing lines under its portfolio of private label brands. The Drop has been added to the TJI Amazon Brand Database.
Three weeks after Amazon opened Amazon Go #11, its third store in San Francisco, Amazon has just opened Amazon Go #12, its first store in New York City.
The newest Amazon Go is located in Brookfield Place, formerly known as the World Financial Center, in the Battery Park City neighborhood. It’s a large complex across from the World Trade Center. Rumors of the store first surfaced back in October.
This Amazon Go location accepts cash, after Amazon faced backlash over discrimination concerns. It’s about 1,300 square feet, so close to the “standard” store format, compared to the 450 square foot version Amazon is testing in one location in Seattle.
Overall, Amazon continues to roll out its Amazon Go food stores primarily in corporate urban centers, focusing on the grab-and-go use case that most capitalizes on the efficiencies afforded by the computer vision technology that enables the Amazon Go experience.
The TJI Amazon Physical Retail Map has been updated with this latest opening.