Beurer, a century-old European healthcare and beauty brand, has quietly launched a new brand of Amazon Exclusive blood pressure monitoring devices called innoHaus, we believe. The Amazon product pages for the devices have gone live with several Vine reviews.
While the company has made no official announcements (as is commonly the case with Amazon Exclusive brands), the products are now live on Amazon.com and labeled “Our Brand” by Amazon. Beurer owns the innoHaus trademark and is listed as the contact on innoHaus’ website. innoHaus also makes other products in the health and home categories.
innoHaus is the second Amazon Exclusive brand of blood pressure monitoring devices that we have found. The other is Choice, which was launched by Arcadia Group in October. We have added innoHaus to the TJI Amazon Brand Database.
The launch is another sign of Amazon’s desires to increase its private brand coverage of health care supplies and consumer medical devices, and in general to become more pharmacy-like. A number of Amazon Exclusive brands providing OTC medicines have launched recently on Amazon, along with the growth of Amazon’s private label and exclusive brand efforts in general.
As we outline in our TJI Amazon Healthcare Overview, Amazon is making increasingly substantial moves in healthcare, both in B2C and B2B.
Not only has it become a large purveyor of healthcare supplies, but it is also investing in the growth of PillPack, the online pharmacy it acquired last year. Alexa is playing a growing role in healthcare management, and AWS powers a wide array of backend healthcare applications and services. And everyone is closely watching Amazon’s new non-profit-seeking healthcare joint venture with Berkshire Hathaway and JP Morgan Chase.
We see many new potential healthcare growth opportunities for Amazon, including diagnostics, evaluation, treatment, fulfillment, and insurance. As Amazon’s healthcare initiatives evolve, continue to follow TJI for the latest.