While much of the focus on Amazon’s private label brand initiatives is on their efforts in the United States, Amazon has been growing its private label and exclusive brand offerings across its European and Asian markets as well.
Now, Amazon is planning to invest in additional expansion of its private label efforts in Japan, as evidenced by multiple job listings and a growing number of private label goods appearing on Amazon Japan.
As of today, AmazonBasics remains the broadest private label Amazon has launched in Japan in terms of SKU count by far. However, recently Amazon has also launched its Happy Belly (grocery and beverage), Solimo (household goods and foods), Mama Bear (diapers), Wickedly Prime (grocery), and Presto! (household goods) brands as well.
Like it does in other markets, when a search on Amazon Japan includes Amazon private label items in the results, it highlights those items with a gray box and “Our Brands” label. Here are a few examples of how these tiles look on Amazon Japan for Solimo tuna (“sea chicken”), Mama Bear diapers (“baby pants”), Happy Belly water, and Presto baby wipes.
We would not be surprised to see Amazon introduce private label and exclusive brands specific to the Japanese market, as it has done in other regional markets around the world already.
Based on several job listings posted earlier today, Amazon is planning to invest in significant staff expansion to power its growing private brand efforts in Japan. These follow several job listings targeting Amazon’s growing Japanese grocery efforts a few weeks ago.
The new Amazon Japan private brand job listings include:
- Sr. Category Manager, Private Brand
- Sr. Category Manager, Consumables Private Brands
- Product Manager, Private Brand
- Marketing & Customer Insight, Private Brand
- Head of Hardlines Private Brands
- Instock Manager, Private Brand
- Instock Manager, Consumables Private Brands
The above job postings note:
“Amazon is looking for an experienced, talented and enthusiastic Senior Category Manager for Consumables Private Brands (CPB) to manage selection expansion for number of categories for Private Brands business for Consumables in Japan.”
“Private Brands is a long-term growth opportunity for Amazon. So far, Amazon JP CPB has launched its brand 5 brands (Happy Belly, Wickedly Prime, Presto!, Mama Bear, and Solimo) as Amazon owned brands within Consumables, and are also looking to expand our foot-print into new categories, including Amazon-exclusive vendor owned brands under Amazon Accelerator program.”
“Amazon Basic is now considered strategically important at the global level, and it is expected to be a big Growth Potential as the Priority Growth Division.” (Disclaimer: this quote is a Google Translation from the listing’s original Japanese)
“The Amazon Consumables Private Brands team is creating a global portfolio of premium consumables products to meet Prime customers’ daily needs.”
“Amazon is looking for an experienced, talented and enthusiastic team leader of Hardlines Private Brands to manage selection expansion for number of categories for Amazon’s Exclusive Brands and Private Brands business for Consumables in Japan. As a leader, you will be responsible for managing private brands with the best possible commercial and legal terms. You will also be responsible for hiring and building a high performance team of experienced team members and growing volumes and margins. You will develop a partnerships with retail category teams in Japan and the various functions in Japan and US. Private Brands is a long-term growth opportunity for Amazon. We are also looking to expand our foot-print into new categories.”
Increasingly, Amazon views its private label efforts with a global purview. Amazon wants to increase customer loyalty amongst Prime members through private brands around the world, and ultimately generate increased margins in the long term. It is building a brand portfolio and global infrastructure to support that effort.
Follow TJI as we continue to track Amazon’s private brand efforts in Japan and around the world.
Above image credit: Amazon Japan