The TJI Amazon Brand Report – October 2018 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 brands.


275+ Private Label and Exclusive Brands

Some brands, like AmazonBasics, are in use by Amazon globally. Others, like Vedaka (Amazon’s spice brand in India) or Kid Nation (one of Amazon’s children’s clothing brands in the US) are only in use in one of Amazon’s country stores.

All told, we’ve identified 120+ Amazon private label brands and 150+ Amazon exclusive brands from Amazon’s retail sites around the world as of today, for a total of 275+ private label and exclusive brands combined. That represents a much larger number than has previously been identified in any reports we’ve seen.

As a few examples, some Amazon private label brands that you may not have seen before include Common District, Dayana, Denim Crush, Filgate, Smitten, Sprout Star, The Casual Grey, The Portland Plaid Co, Toes In A Blanket, and OWN PWR.

And the number is growing.

From Suits to Nuts, Furniture to Dryer Sheets, and Everything in Between

While Amazon’s brand portfolio is largest in clothing — there are over 125 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 16 food and grocery brands, 25 healthcare and beauty brands, and 14 household goods brands in the US alone. From Austin Mill suits to Sol nuts, Rivet mid-century accent chairs to Breezeo dryer sheets, Amazon’s thousands of private label and exclusive brand items cover a greater number of retail categories than you may think.

A 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 serious about tracking Amazon’s private brand efforts on an ongoing basis, subscribe to TJI Intel, which covers the latest developments across Amazon’s brand portfolio.

Amazon Hiring for 67 Alexa Automotive Engineering and Design Roles

Yesterday’s Echo product announcements were primarily focused on the home, but Alexa Auto made it into the lineup as well. While Amazon didn’t spend a large portion of its press event talking about its automotive plans, it is currently hiring for dozens of engineering design roles as part of its Alexa Automotive efforts.

Amazon is working with a variety of car manufacturers on Alexa integrations and announced the Auto SDK back in August.

Currently, Amazon.jobs shows 67 Alexa Automotive jobs currently open. The vast majority are engineering and design roles. Senior architect, software development, language specialist, VUI design, and QA roles are largely based out of the Santa Clara office, while other research scientist and marketing roles are generally based in Seattle.

Automotive acoustics engineer and product management roles are based in Sunnyvale, and partner manager and design technologist roles are based out of Munich and Tokyo. Several engineering roles are also based in Toronto and Gdansk.

Amazon Launches OW-40 AmazonBasics Full Synthetic Motor Oil

Following our report last week that Amazon had launched AmazonBasics private label brand full synthetic motor oil in 5W-20, 5W-30, and 0W-20 configurations, it appears that Amazon has launched another configuration today.

AmazonBasics Full Synthetic 0W-40 Motor Oil is now available from Amazon as well. It’s packaged in a 1-quart 6-pack for $29.99. 0W-40 oils are recommended by OEMs for high-performance engines often found in European vehicles.

At approximately $5/quart, the AmazonBasics brand OW-40 oil is about 10% cheaper than a comparable standard OW-40 oil from Mobil 1, and about 56% cheaper than an “Ultra Platinum” OW-40 oil from Pennzoil, per Amazon’s OW-40 Oils hub page.

We predict further developments from Amazon on the private label automotive supplies front in the coming months. Stay tuned to TJI for the latest developments.

Amazon/Audi Partnership is a Sign of Things to Come for Amazon Home Services

Audi launched a new electric SUV last night called the e-tron. As part of the announcement, Audi also announced a home charging system installation partnership with Amazon. Per Reuters:

Audi will partner with online retailer Amazon to sell and install home electric vehicle charging systems to buyers of the e-tron, the companies said on Monday. Amazon will deliver the hardware and hire electricians to install them through its Amazon Home Services operation.

Amazon’s partnership with Audi to provide home charging systems is the first time the online retailer has struck such a deal with an automaker, and signals a new front in Amazon’s drive to expand its reach into consumers’ homes beyond the presence of its Alexa smart speakers in living rooms and kitchens.

“We see charging installation as a very important business,” Pat Bigatel, director of Amazon Home Services, told Reuters at Audi’s launch event in San Francisco’s Bill Graham Civic Center.

Our take:

We believe Amazon Home Services is a strategic priority for Amazon since it plays a crucial role in helping Amazon accelerate its efforts to become an ingrained part of home utility and supply chain systems. Electrical systems are a core component of that effort, and car charging is a core component of electrical systems. We would expect to see more partnerships of this nature going forward.

Amazon Launches AmazonBasics Private Label Synthetic Motor Oil

Further expanding into automotive supplies, Amazon has launched its first private label motor oil products.

The new AmazonBasics Full Synthetic Motor Oil variants come in 5W-20, 5W-30, and 0W-20 configurations, each in either 5 quart or a 6-pack of 1 quart quantities. Prices range from $20-$25.

Currently, the top motor oil brands on Amazon by search ranking and review volume include Castrol, ValvolineHavoline, Pennzoil, Mobil 1, Quaker State, Royal Purple, and Briggs & Stratton, with Castrol 03057 GTX MAGNATEC 5W-30 Full Synthetic Motor Oil getting the Amazon “Best Seller” ribbon as of today.

In our spot checks, the top advertisers for motor oil queries on Amazon’s US store include Castrol (with both a headline search ad and a sponsored product listing), Shell, and Valvoline.

According to the product label provided, Amazon’s new private label motor oils are supplied by Warren Distribution, which is headquartered in Omaha, Nebraska. Warren’s brand portfolio includes MAG 1, Polar, ACCEL Premium, Craftsman Lubricants, and Gumout, in addition to its private label efforts, according to its website.

The product listing states that its “Date First Available” was July 23, but many Vine reviews have just been posted within the last week. AmazonBasics Synthetic Motor Oil is also now listed second in the “Hot New Releases” section of Amazon’s Motor Oils hub page.

We predict further developments from Amazon on the private label automotive supplies front in the coming months. Stay tuned to TJI for the latest developments.