Adenna Launches SimplySafe, A New Amazon Exclusive B2B Health & Safety Products Brand

Adenna, a California-based producer of hand protection and healthcare products for businesses, has launched SimplySafe, a new Amazon Exclusive brand.

Currently, the brand has one product listed for sale on Amazon: disposable gloves. The gloves have received about a dozen Vine reviews for launch. Given that Adenna makes a variety of related work protection products, we would not be surprised to see additional products come online in the coming weeks and months under the SimplySafe brand.

SimplySafe marks the fourth B2B Amazon Exclusive brand to launch to date. Simply Deliver, Simply Floors, and SupplyMaster have also recently launched to serve Amazon Business customers. (Note: we do not believe Adenna is affiliated with the owners of the Simply Deliver or Simply Floors brands, or the SimpliSafe home security brand.)

The SimplySafe gloves are showing up in Amazon’s “Top Rated from Our Brands” promotional module on search results for “disposable gloves” on, alongside gloves from SupplyMaster (which is an Amazon Exclusive brand from AMMEX).

Amazon is investing in the growth of its professional supply business, particularly healthcare. The company is hiring healthcare B2B sales leaders based out of its Boston office.

Amazon recently said Amazon Business has reached a $10 billion annual run rate. Industrial suppliers like Grainger, Kimberly-Clark, Ansell, and ULINE that provide related products are sure to take note of Amazon’s growing private brand efforts.

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