The TJI Amazon Brand Report – June 2019 Edition

TJI Amazon Brand Database – The Independent Global List of Amazon Private Label and Exclusive Brands

As one of the largest internet retailers and e-commerce platforms in a growing number of markets around the world, Amazon holds a unique position in an increasing number of retail product categories. Over the last decade, Amazon has introduced a number of private label and exclusive brands, and recently it has accelerated its efforts by bringing to market both many new brands and an increasing number of products offered under them.

But, while Amazon labels these brands in different ways in different places, there’s no singular comprehensive reference for manufacturers, brand owners, or retailers to find all of Amazon’s private label and exclusive brands in one place. That’s why we have created the TJI Amazon Brand Database — the independent global list of Amazon private label and exclusive “Our Brands.”

 

   

Over 500 Amazon Exclusive “Our Brands”

In the first five months of 2019, Amazon introduced over 170 new exclusive “Our Brands,” bringing the total number of Amazon Exclusive brands we are tracking to over 500 for the first time.

While many of these brands are from smaller firms with a limited array of products, a few others are from larger companies with valuable existing brands that are experimenting with creating exclusive brands for the Amazon “Our Brands” ecosystem. For example, just recently, J.Crew launched “LOOK by crewcuts,” a new Amazon Exclusive children’s clothing brand, in April.

While these brands may co-exist and even compete with other brands from these same companies own, the Amazon Exclusive brands benefit from the marketing opportunities Amazon provides manufacturers and brand owners to incentivize their participation in the “Our Brands” program.

 

140 Amazon Private Label Brands

Thus far in 2019, Amazon introduced 5 new private label brands that we have identified, bringing the total number of Amazon private label brands we are tracking to 140.

While the total number of Amazon private label brands is not growing as quickly as it once was, Amazon is continuing to launch new products under its growing portfolio of global brands. For example, so far in 2019:

The breadth of Amazon private label products continues to grow, particularly amongst its category-agnostic global brands like AmazonBasics and Solimo.

 

650+ Amazon “Our Brands” Overall

All told, we’ve identified 140 Amazon private label brands and 510+ Amazon exclusive brands from Amazon’s retail sites around the world as of today, for a total of 650+ private label and exclusive brands combined. That represents a much larger number than has previously been identified in any reports we’ve seen. And the number is growing.

 

From Razors to Motor Oil, Increasing Product Category Coverage

While Amazon’s brand portfolio is largest in clothing — there are over 200 private label and exclusive clothing, shoes, accessories brands in the US alone — Amazon brands run the gamut of consumer product categories.

For example, we count over 50 food and grocery brands, 80 healthcare and beauty brands, and 30 household goods brands in the US alone. From Solimo sunscreen to AmazonBasics microfiber linens, from Stone & Beam wall art to Happy Belly milk, Amazon’s thousands of private label and exclusive brand items cover a greater number of retail categories than you may think.

 

A Growing Global Footprint

While the greatest number of Amazon private label brands are marketed in the US, Amazon has made efforts to build its brand portfolio around the world as well.

For example, in the UK and EU, Amazon has many private label clothing brands that don’t exist in other Amazon markets. And in India, Amazon has a spectrum of private label and exclusive clothing brands ranging from the traditional to the modern.

 

Dive In

We continue to find new brands on an ongoing basis, and we predict the number of brands is only going to grow.

The TJI Amazon Brand Database is a starting point for researchers and analysts to navigate the breadth and depth of Amazon’s private label and exclusive brands.

For professionals interested in tracking Amazon’s private brand efforts on an ongoing basis, subscribe to TJI Amazon Briefing, which covers the latest developments at Amazon across industries.

8 Amazon Exclusive “Our Brands” Added to TJI Amazon Brand Database

We’ve added 8 Amazon Exclusive “Our Brands” to the TJI Amazon Brand Database. The new brands we’re seeing are across electronics, apparel, and accessories.

The new brands are:

  1. Anlapus (UK) – home security cameras
  2. ÇA VA BIEN FASHION (UK) – women’s clothing
  3. FightStation (UK) – gaming PCs
  4. GH Dynamics – consumer electronics
  5. mPelle – leather bags
  6. MstrSktch – drawing pens and pencils
  7. Rustic Journal – leather journals
  8. Toyabi (UK) – toys

To track Amazon’s ongoing private label and exclusive brand efforts, Subscribe to the TJI Amazon Briefing.

14 Amazon Exclusive “Our Brands” Added to TJI Amazon Brand Database

We’ve added 14 Amazon Exclusive “Our Brands” to the TJI Amazon Brand Database. The new brands we’re seeing are across apparel and pet products.

The new brands are:

  1. AthFit – athletic apparel
  2. August Sky – women’s tops
  3. Brass Tacks Leathercraft – leather belts
  4. Charmsy Silver – silver jewelry
  5. Envouge India – leather bags
  6. Feith & Felly – wallets and accessories
  7. Honest Paws – pet soaps and perfumes
  8. HugHome – slippers
  9. Indie Star – jewelry
  10. Liumilac – women’s dresses and skirts
  11. Ross & Freckle – men’s casual apparel
  12. Sloyan – women’s swimwear
  13. Turf Sox – socks
  14. Xixvon – men’s jeans

To track Amazon’s ongoing private label and exclusive brand efforts, Subscribe to the TJI Amazon Briefing.

4th Amazon Go Coming to San Francisco

Six weeks after it opened its third Amazon Go store in San Francisco, Amazon says it is planning to open its fourth automated grocery store in the city soon.

This one will be located at Three Embarcadero Center, as reported by the SF Chronicle. Three Embarcadero Center is a commercial skyscraper in San Francisco’s Financial District, and is close to another Amazon Go store at 300 California St. This one is said to also be near the “standard” store format about about 2,125 square feet.

San Francisco recently passed legislation requiring stores accept cash, so we would guess this store will accept cash. “In light of the cashless laws that are taking hold across the country, the company plans to accept cash at all of its Amazon Go stores, starting with its store in Brookfield Place in New York City. It will eventually allow cash at all of its 12 and counting stores, though the timeline is unclear,” the Chronicle notes.

The TJI Amazon Physical Retail Map has been updated.

7 Amazon Exclusive “Our Brands” Added to TJI Amazon Brand Database

We’ve added 7 Amazon Exclusive “Our Brands” to the TJI Amazon Brand Database. The new brands we’re seeing are across electronics, sporting goods, first aid supplies, and more.

The new brands are:

  1. Bakibo (UK) – wireless electronics
  2. Clydek (UK) – electronics accessories
  3. CZON Sports (UK) – sporting goods
  4. FitPro (US/UK) – orthopedic braces
  5. SGIbedding (UK) – bedding
  6. Xihama (UK) – electronics accessories
  7. Xpress First Aid (UK) – first aid supplies

To track Amazon’s ongoing private label and exclusive brand efforts, Subscribe to the TJI Amazon Briefing.