Amazon Launching AmazonCommercial Brand of Private Label Business Supplies

As Amazon continues to expand its portfolio of private label brands and products — it has launched 140 private label brands globally to date, we count — we are seeing a new private label brand incorporating the “Amazon” name for the first time in a long while.

Based on multiple items that recently went live on Amazon.com, we believe Amazon is planning to launch a new line of private label commercial and industrial products under the AmazonCommercial private label brand.

While Amazon has been selling some professional products under its other private label brands for some time — such as its expanding AmazonBasics line of professional cleaning and janitorial supplies — this marks the first time Amazon has created a new product brand just for commercial and industrial supplies that we have seen.

The new AmazonCommercial items we are seeing are in the industrial lighting category. For example, this AmazonCommercial Linkable Motion Sensing LED Utility Shop Light with Bypass Switch is now listed for sale at $104.99 with shipping starting in a month. “Create a bright, efficiently lit work environment with the AmazonCommercial Linkable LED Utility Shop Light,” the product description reads. A number of similar AmazonCommercial lighting products are also now listed for sale on Amazon.com.

AmazonCommercial items are currently listed under AmazonBasics, despite having a different title. That could change, or AmazonCommercial could remain a sub-brand of the AmazonBasics brand, one of Amazon’s broadest private labels.

While AmazonCommercial is the first Amazon private label brand in the industrial supplies space, several other Amazon Exclusive “Our Brands” have launched in the category. These includes brands like Simply Floors, Simply Deliver, SupplyMaster, and more. A full list can be found within our TJI Amazon Brand Database.

Amazon continues to ramp up its B2B selling efforts. Amazon said last fall that its Amazon Business marketplace was on pace to do $10 billion in revenues in 2018. Amazon currently says it has 1 million worldwide Amazon Business customers and 150,000 Amazon Business sellers. Competing top commercial suppliers include Grainger, ULINE, and many more.

Amazon has worked hard in recent years to integrate Amazon Business into dozens of e-procurement/ERP purchasing systems in order to make it easier for customers to buy from Amazon as an approved vendor using existing purchasing tools. This effort could help Amazon continue to displace traditional wholesale distributors across verticals. Amazon says it has integrated with the following 75 purchasing systems as of today:

  • Adelpo
  • Aptafund
  • Aquiire-Vinimaya
  • Ariba
  • Ariett
  • Basware
  • Bellwether-BPM
  • Bellwether-ePMX
  • BirchStreet
  • Bookbyte
  • B-Pack
  • BuyerQuest
  • BuySpeed
  • Coupa
  • Direct Commerce
  • Elcom
  • Epicor
  • ePlus
  • EqualLevel
  • eRequester
  • Escape Technology
  • ESM Solutions
  • ExpenseWatch
  • Fourth
  • Hybrent
  • Infor Lawson
  • IOS Corp, Envi
  • iPayables
  • ISS – iPurchase
  • Ivalua
  • JAGGAER
  • Keysone Information Systems
  • LabCloud
  • Lab Fellows
  • Microix
  • MikroFax
  • Oncare
  • Online Purchasing System (OPS)
  • Oracle Fusion
  • Oracle iProcure
  • Oracle Supplier Network
  • Paramount Workplace
  • Payback
  • PeopleSoft
  • Point Systems
  • PowerSchool, BusinessPlus
  • PowerSchool, eFinancePlus
  • PowerSchool, eSchoolPlus
  • PowerSchool, Superion
  • Prendio
  • Proactis
  • Procurement Partners
  • Procurify
  • Prodigo Solutions
  • ReQlogic
  • SAP-Fiori
  • SAP-SRM
  • Simeno
  • Skyward
  • SMARTbyGEP
  • Sollod Technologies
  • Spectrum
  • SpendBoss
  • SpendBridge
  • SpendMap
  • Taulia
  • Transcepta
  • Tyler – Infinite Visions
  • Tyler – Munis
  • Unimarket
  • Verian (Basware)
  • VITG Global
  • Vroozi
  • Workday
  • Zycus

Just as Amazon’s B2C private label efforts are still relatively young compared to many other retailers, its B2B private label efforts are even younger.

Nevertheless, the launch of AmazonCommercial brand items shows Amazon intends to invest more in this direction. We’ll continue tracking its growth as Amazon’s efforts evolve.

Amazon Launches 17 AmazonBasics Brand Professional Janitorial and Sanitation Products

Continuing its expansion into private label industrial/commercial supplies, Amazon has launched 17 new “professional” janitorial and sanitation products.

While they could be purchased by anyone, these appear to be clearly designed and positioned for B2B sales to businesses needing or providing sanitation and janitorial services and supplies.

The new products appear to have quietly launched in the last few weeks and have received many Vine reviews (i.e. from people who received free samples of the product in exchange for posting a review). The items are:

  1. AmazonBasics Professional Air Freshener Refill, Summer Breeze
  2. AmazonBasics Professional All-Purpose Cleaner, Concentrate
  3. AmazonBasics Professional Cleaner Degreaser, Concentrate
  4. AmazonBasics Professional Dishwashing Detergent, Spring Fresh, Concentrate
  5. AmazonBasics Professional Drain and Grease Trap Cleaner and Maintainer
  6. AmazonBasics Professional Extraction Carpet Cleaner, Concentrate
  7. AmazonBasics Professional Fabric Softener
  8. AmazonBasics Professional Glass Cleaner, Concentrate, Dilution Control
  9. AmazonBasics Professional Liquid Laundry Detergent
  10. AmazonBasics Professional Mold and Mildew Stain Remover
  11. AmazonBasics Professional Multi-Purpose Cleaner, Lavender
  12. AmazonBasics Professional Multi-Purpose Enzyme Cleaner
  13. AmazonBasics Professional Multi-Purpose Peroxide Cleaner, Concentrate
  14. AmazonBasics Professional Multi-Surface Polish and Protectant
  15. AmazonBasics Professional Non-Ammoniated Glass Cleaner
  16. AmazonBasics Professional Smoke and Odor Eliminator
  17. AmazonBasics Heavy-Duty Dishwashing Detergent, Concentrate, Citrus

Currently, existing players like P&G Professional (Dawn Professional), Clorox Commercial, Karcher, Dial, Tide, Arm & Hammer, and many more brands rank highly on Amazon searches for professional sanitation products.

In our spot checks, P&G/Dawn, Clorox, and others currently occupy related prominent headline search and sponsored product ad placements – though we are seeing sponsored placements for the AmazonBasics line as well.

If Amazon begins to promote these new AmazonBasics supplies as it does with some other private label products, that could affect the presentation and discoverability of third party brand items.

Stay tuned to TJI for the latest on Amazon’s B2B private label efforts.

Amazon Launches 5 AmazonBasics Brand Tool Bag Backpacks

Continuing its expansion into private label commercial/industrial products and travel accessories, Amazon has launched 5 new tool bag backpacks under the AmazonBasics brand in its US store. Prices range from $43-$58 and models vary by the design of pockets, pouches, and loops.

The new items are:

  1. AmazonBasics Tool Bag Backpack – 51-Pocket with Adjustable Pouch Front
  2. AmazonBasics Tool Bag Backpack – 23-Pocket with 3-Pocket Front
  3. AmazonBasics Tool Bag Backpack – 50-Pocket with 2- Pocket Front
  4. AmazonBasics Tool Bag Backpack – 75-Pocket
  5. AmazonBasics Tool Bag Backpack – 22-Pocket with Utility Loops

The backpacks launched with a number of Vine reviews.

Currently, the top-ranked tool bag backpacks on Amazon include models by Dewalt (owned by Black & Decker), Klein Tools, Rugged Tools (a brand of J&B Trading, which sells its packs exclusively on Amazon), Custom Leathercraft, and Milwaukee (a brand owned by Techtronic Industries, which also owns Hoover, Dirt Devil, Ryobi, and others).

CLC and Dewalt are also the current top advertisers of sponsored product listings in our checks as well, with the DEWALT DGL523 Lighted Tool Backpack Bag, 57-Pockets model currently receiving the “Amazon’s Choice” ribbon. We are seeing WORKPRO headline search ads as well.

If Amazon begins to promote these new AmazonBasics models as it does with some other private label products, that could affect the presentation and discoverability of these and other third party brand tool bag backpack models.

Stay tuned to TJI for the latest on Amazon’s private label efforts.