Following our findings a few weeks ago that Amazon was launching private label milk, dairy, and coconut water products under its Happy Belly and Solimo brands, we are now seeing signals that Amazon is planning to further invest in and expand its private label food and beverage offerings in the form of new job posts focused on these roles.
Here are the recently posted positions we are seeing:
- Senior Category Manager, Consumables Private Label – “The Category Manager’s primary responsibilities will include: Evaluating the online and offline assortment for the Food & Beverages categories and determining the right assortment for us to build based on market trends and customer needs analysis…”
- Sr. Product Marketing Manager, Private Label – “Key responsibilities will include: Build out channel strategies that maximize discoverability and conversion for Food and Beverage Private Brand products…”
- Sr. Product Manager (Grocery, Household & Personal Goods) – “The US Food and Beverage Private Label team is looking for a customer-obsessed Sr. Product Manager to help drive one of the most exciting categories at Amazon.com. In this role, you will lead the product development efforts for a set of Food and Beverage Private Label products…”
- Senior Program Manager – Private Brands, Consumables – “They will bring experience and knowledge of food, pet food and food supplements and non food categories to the commercial team and help steer & support private label sourcing and ranging decisions… Drive food, non-food and pet food products specification – including defining category tiering, brand values and definition of requirements… Experience in daily-use, high-repeat purchase product categories such as Grocery, Impulse, Biscuits, Snacks, Nuts, Fruits, Canned Goods, Baby Food, Tea, Coffee and Beverages.”
On a related note, Amazon brand meal kits were spotted in a physical Whole Foods in the wild this week (pictures here). Generally speaking, we believe Amazon is going to be investing heavily in private label meal kits — as we highlighted in January when we found that Amazon was hiring for leaders to build out a “new perishable food platform.”
Amazon has been growing its private label food & beverage offerings under a portfolio of brands, including Happy Belly, Solimo, AmazonFresh, and Wickedly Prime. In the case of Happy Belly, its assortment has grown from just a couple dozen items last fall to many dozen today.
Amazon now sells “Our Brand” items under 130+ private label brands and 400+ 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.