Bosch launches FYX, a new Amazon Exclusive tools brand

Bosch, the 130-year-old German industrial and consumer goods conglomerate, has launched a new Amazon Exclusive brand of tools called FYX, we believe.

As is usually the case with new Amazon Exclusive brands, neither Bosch nor Amazon have made an official announcement about the launch. We are seeing one item for sale on Amazon in the US under the FYX brand, which appears to be owned by Bosch, according to US trademark records.

Amazon labels the item — the FYX Ultimate Household Drill and Drive Mixed Set — as “Our Brand,” and the product page contains no reference to Bosch. Some reviews are dated from last fall, including some Vine reviews.

Bosch joins several other established brands, such as Tuft & Needle, Equal, and Carter’s, in launching a new brand specifically for Amazon’s retail channels. Given that Bosch has chosen not to publicly associate FYX with the parent company’s brand, it appears FYX could likely be an experiment for the company in figuring out how Amazon’s “Our Brands” world works.

Many Amazon Exclusive brands are owned by smaller firms hoping to build a new brand by taking advantage of the marketing benefits Amazon offers its exclusive brands. Amazon Exclusive brands “receive a suite of marketing support executed by our Amazon merchandising team. Products with high ratings and reviews can receive additional placements across,” Amazon says.

On the whole, Amazon continues to ramp up its private label and exclusive brand selection across retail categories.

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