Last December, we observed that Amazon had launched several AmazonBasics brand private label soft play toys for young children. However, shortly after our report, Amazon apparently removed those items from its website (though one of them later went back online). Since then, we haven’t seen much on the Amazon private label toy front.
However, today, we are seeing that Amazon has launched four new AmazonBasics brand private label wooden children’s play furniture items, similar to the style often used by Melissa & Doug. The items we are seeing are:
- AmazonBasics Wooden Multi-Activity Play Table
- AmazonBasics Kids’ Standing Art Easel
- AmazonBasics Kids’ Wood Table & 4 Chair Set
- AmazonBasics Kids’ Solid Wood Table and 2 Chairs Set
The items are all launching with several Vine reviews. Here’s what the AmazonBasics play table looks like:
For comparison, here’s Melissa & Doug’s play table (also available on Amazon):
While many toys are sold heavily on brand and with officially licensed IP, Amazon should be able to gain traction for private label items relatively quickly in those areas that don’t depend as heavily on brand.
In general, Amazon continues to ramp up its private label and exclusive brand selection across retail categories. Amazon is hiring both in the US and internationally to support this effort, and is growing the volume of exclusive private brands it offers through the Amazon Accelerator program.
Amazon’s late 2018 holiday catalog featured several dozen Amazon Exclusive toys by our count. In addition, brands that received at least one full page in the catalog included Lego, Marvel, Disney Pixar, Barbie, Baby Alive, Fingerlings, Melissa & Doug, Duplo, Fisher-Price, vtech, Play-Doh, Hasbro Gaming, Nerf, Hot Wheels, Playmobil, k’nex, Bose, and Star Wars.
Amazon is featuring Amazon Exclusive toys in its Amazon 4-star retail stores as well.