Amazon Launches Solimo Brand Private Label Toilet Paper

Continuing its expansion into private label household supplies, Amazon has launched a new toilet paper product under its Solimo brand.

Solimo is the fourth private label toilet paper brand in the Amazon portfolio. Previously, Amazon has launched Presto! brand toilet paper for consumers, AmazonBasics Professional toilet paper for businesses, and 365 Everyday Value brand toilet paper at Whole Foods.

Vine reviews for Solimo toilet paper are dated since early September. Amazon also recently launched Solimo brand paper towels in August.

At $0.19 per 100 sheets for this 30-roll pack, Amazon is positioning the Solimo brand at a lower price point than its Presto line. For example, this 24-pack of Presto Ultra-Soft toilet paper is priced at $0.28 per 100 sheets. By comparison, this AmazonBasics Professional toilet paper is priced at $0.12 per 100 sheets.

For reference, Amazon’s two best sellers in its toilet paper category sell for much higher prices than its new Solimo brand. Those are this 24-pack of Quilted Northern Ultra Plush Toilet Paper ($0.32 per 100 sheets) and this 36-pack of Cottonelle Ultra CleanCare Toilet Paper ($0.28 per 100 sheets).

Other top brands in Amazon US toilet paper search results include Charmin, Angel Soft, Scott, and Georgia Pacific. Top sponsors in our check were Quilted Northern and Cottonelle taking the sponsored product placements and Clorox ToiletWand taking the headline search placement, with Amazon applying the “Amazon’s Choice” ribbon to its Presto 24-count pack.

 

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