Amazon Launches Wag Brand Private Label Cat Food

Amazon continues to expand its private label pet food assortment. It has just launched Wag wet cat food in a variety of flavors. This is the first time Amazon has launched private label cat foods that we have seen.

The launch is the latest in a string of private label pet product launches from Amazon over the last year. After launching its Wag brand of private label dog food earlier last year, Amazon then launched Solimo brand dog food in September. Amazon has positioned its Solimo dog food at a lower price point, despite positioning it as “premium.”

A number of Amazon Exclusive “Our Brand” pet products brands have also launched in recent months, including Direct Protect Plus (pet shampoo), Dogg Cookie (pet treats), Kruz Pet (pet accessories), Olaganics (pet food supplements), Pet Craft Supply Co. (pet toys and apparel), Simply Perfection (premium pet food), Sterling (pet accessories), and Zoeez Naturals (pet food supplements).

In November, Amazon also launched Lifelong Complete, a new private label pet brand it is marketing in Europe. We haven’t seen Amazon market the Lifelong Complete brand in the US or Asia yet.

The US pet food market was estimated to be about $29 billion in 2017, according to the American Pet Products Association. PetSmart acquired last year for $3.35 billion in the largest e-commerce acquisition ever. Amazon likely sees a need and an opportunity here to build preference for its private label and exclusive brands and drive long term loyalty.

Pet food also represents an opportunity for Amazon to grow its advertising revenues. Amazon’s Pet Supplies hub page now features a mix of Amazon private label, Amazon exclusive, and third party brands. Brands paying for sponsored listings with the Pet Supplies hub include Hill’s Science Diet, IAMS, Purina ONE, Fancy Feast, Rachel Ray, and others.