Amazon Launches Private Label Toothbrushes

Continuing its expansion into private label personal care products, Amazon has quietly launched its first private label toothbrushes, we are seeing. The increased oral care selection builds on Amazon’s growing portfolio of private label health and beauty products.

The Solimo brand items we are seeing are:

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

  • If you like Colgate Extra Clean Toothbrushes, we invite you to try Solimo Clean Plus Toothbrushes”
  • If you like Oral-B Pro-Health All-in-One Toothbrushes, we invite you to try Solimo Multi Pro Toothbrushes”
  • If you like Colgate 360 Toothbrushes, we invite you to try Solimo Orbit Toothbrushes”
  • If you like Crest 3D White Classic Vivid Teeth Whitestrips, we invite you to try Solimo Whitening Strips Kit”
  • “If you like Glide Oral-B Comfort Plus Floss, we invite you to try Solimo Extra Comfort Mint Dental Floss”

While Amazon has previously released other private label oral care products like mouthwashes, this is the first time we have seen Amazon launch private label toothbrushes, whitening strips, and dental floss.

Last month, Amazon also launched its 5-Blade “MotionSphere” Razor, as well as other health & personal care products under the Solimo brand.

In addition, Amazon has launched private label replacement heads for various brands of electric toothbrushes. The items we are seeing include:

Solimo is one of Amazon’s fastest growing private label brands, both in the US and around the world, with coverage across CPG categories.

Amazon now sells “Our Brand” items under 130+ private label brands and over 390+ 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.