3 Amazon Private Label Brands, 24 Amazon Exclusive “Our Brands” Added to TJI Amazon Brand Database

We’ve just added 3 Amazon private label brands and 24 Amazon Exclusive “Our Brands” to the TJI Amazon Brand Database.

The new private label brands that we’re seeing are in apparel in India, where Amazon is continuing to invest heavily and expand selection. The brands are:

  1. Jam & Honey – children’s clothing
  2. Symactive – men’s athletic wear
  3. Tavasya – women’s kurtas

The new Amazon Exclusive “Our Brands” that we’re seeing include 20 new brands in the US and 4 new brands in Europe. As usual, they span all categories from apparel to furniture, dietary supplements, and household goods.  These brands include:

  1. Aniu – silver jewelry
  2. AOOM – women’s athletic wear
  3. Avira – dietary supplements
  4. Bayinbulak – outdoor hats
  5. Bokman (UK) – phone parts and accessories
  6. Desirable Time – women’s athletic wear
  7. Dollcent – blankets
  8. Elbbub (UK) – skin creams
  9. H2Oxy – LED lights
  10. Jack Walker – hiking boots
  11. Molemsx – women’s swimwear
  12. Nova Lucia – nutritional supplements and oils
  13. Nuovo Design – leather bags
  14. Outdoorgo – jackets and fleeces
  15. PureFit – furniture covers
  16. Rugbuggery – rugs
  17. Runway Robe – robes
  18. Samit (UK) – bags and accessories
  19. Sleep Mantra – pillow cases and mattress tops
  20. Sunew – socks
  21. Tissaj – bags and covers
  22. UFI – outdoor furniture
  23. Valenchi – leather wallets
  24. WXXM – socks

In general, Amazon continues to invest in expanding its exclusive brand program at a substantial rate, as we are now tracking over 600 Amazon Exclusive brands overall. These brands are being marketed in regions around the world, with the most brands Amazon Exclusive brands currently being marketed in the US.

We’ll continue to track Amazon’s ongoing private label and exclusive brand efforts here at TJI Research.

Beurer Launches innoHaus, a New Amazon Exclusive Brand of Blood Pressure Monitoring Devices

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.

 

Amazon Launches Private Label Milk & Dairy Products Under Happy Belly Brand

Continuing its expansion into private label beverages, Amazon has just launched its first non-Whole-Foods private label brand milk and dairy products.

The new items we are seeing appear to have just been quietly released under the Happy Belly brand, and are currently available only via AmazonFresh. The four milk items are all lactose free.

The new Happy Belly milk and dairy items are:

  • Happy Belly Lactose Free 1% Low Fat Milk
  • Happy Belly Lactose Free 2% Reduced Fat Milk
  • Happy Belly Lactose Free Whole Milk
  • Happy Belly Lactose Free Fat Free Milk
  • Happy Belly Half & Half
  • Happy Belly Heavy Whipping Cream, 16 Ounces
  • Happy Belly Dairy Whipped Topping, 6.5 Ounces
  • Happy Belly Dairy Whipped Topping, 13 Ounces

In terms of competitive positioning, Amazon says the following on product description pages:

  • “If you like Lactaid, we invite you to try Happy Belly”
  • “If you like Reddi Wip, we invite you to try Happy Belly”
  • “If you like Darigold half & half, we invite you to try Happy Belly”
  • “If you like Darigold whipping cream, we invite you to try Happy Belly”

This is not Amazon’s first private label dairy foray in the US. Back in October, we found that Amazon launched 24 varieties of private label cheese under its Happy Belly brand as well. However, it is the first time we’ve seen Amazon-owned brand milk launch aside from its Whole Foods private brands.

Amazon markets its Happy Belly brand in North America, Europe, and Asia. It has launched a number of beverage products under the brand in Japan in particular, including waters, teas, sports drinks, and “vitamin jellies.” We would not be surprised to see Amazon expand further into those categories in the US this year.

We’ll continue tracking Amazon’s private label efforts in food and beverage around the world here at TJI.

Amazon Launches Private Label Cosmetics in Europe

As Amazon continues to build out its private label product lines, it has quietly launched a new line of private label beauty and cosmetics products in Europe under its Find brand.

Find is one of Amazon’s biggest private label brands in its UK and EU stores. The Find brand has primarily been focused on apparel, shoes, and accessories to date.

This is the first time we’ve seen Amazon launch cosmetics products under one of its own private label brands. Amazon does offer cosmetics in the US under several exclusive “Our Brands” including FocusOn, Beauty America, Beauty Rules, and CBN.

We’re seeing 17 products under the Find brand currently, including lip bundles, nail care bundles, eye shadow, and more.

Amazon has also launched a line of makeup brushes and related items under its Eono private label brand. We’re seeing 9 of these Eono beauty items currently.

Stay tuned to TJI as Amazon continues to ramp up its private label and exclusive brand selection across retail categories. Check out the TJI Amazon Brand Database, and track Amazon’s efforts on an ongoing basis by subscribing to TJI.

Amazon Launches AmazonBasics Line of Private Label Automotive Supplies in UK and Europe

Amazon has quietly launched a new line of AmazonBasics car care supplies in the UK and Europe, we have found. While it has not yet launched these products in the US, the move signals that Amazon may be moving further into the private label automotive supplies and accessories market in 2019.

Here are the new AmazonBasics automotive care products we are seeing for sale in the UK and Europe:

Leading brands that make similar products in the US include Turtle Wax, Armor All (owned by Spectrum Brands), Rain-X (owned by ITW Global Brands), Meguiar’s, and many more.

None of the new AmazonBasics car care items have reviews yet, so it appears they just launched.

In September, Amazon launched AmazonBasics private label motor oil, we found. In October, it expanded its lineup of conventional and synthetic automotive motor oils.

Amazon is also hiring dozens of engineers and designers to develop its Alexa automotive efforts. Similar to its efforts in the home, if Amazon can take over some or all of the control systems in the car, that would allow greater opportunities to integrate other Amazon services, including supply fulfillment.

Stay tuned to TJI as we continue to follow Amazon’s automotive efforts.

Amazon Launches Movian, a New Private Label Furniture Brand for Europe

As Amazon continues its global private brand expansion, today we are seeing another new Amazon private label brand in Europe, this time for furniture. The new brand is called Movian, and is reminiscent of Ikea furniture in both style and price.

We are seeing several dozen Movian-brand furniture items now listed on Amazon’s EU retail sites. For example, this Movian Adour Modern Oval Coffee Table is listed at £47.99. Amazon’s description of the item notes its “Stylish Scandinavian wood legs.” The name “Movian” also looks and sounds similar to a conjugation of the Spanish verb for “move.”

Movian is Amazon’s second private label furniture brand launched in Europe that we have found, as noted on our TJI Amazon Brand Database. Amazon launched Alkove, its other European furniture brand which offers higher-end leather furniture, only a month ago.

Amazon also sells Infinikit and Furniture 247 brand furniture under its “Our Brands” program for Amazon Exclusive brands. Amazon has also been selling home goods under the Rivet and Stone & Beam brands in Europe for the past few months, but Amazon has yet to launch furniture under those brands in Europe yet that we have seen.

Globally, furniture has been one of Amazon’s fastest growing private label categories this year. In addition to the launch of Ravenna Home, Amazon’s two largest private label furniture brands in the US, Rivet and Stone & Beam, have seen significant SKU growth this year. In mid-August, Amazon’s new exclusive home decor brand “Now House by Jonathan Adler” launched as well.

In addition to its growing European private label efforts, Amazon is doing more physical retail experiments in Europe as well. Last month, Amazon opened holiday pop-ups across several European capital cities, including Milan, Paris, Madrid, Berlin, London, and Amsterdam. Amazon Fashion ran its first pop-up in London a couple months ago as well.

Continue to follow TJI as we track Amazon.

5 New Amazon Exclusive Apparel Brands Launch; Amazon Brings Iris & Lilly to US

As we continue to track Amazon’s private label and exclusive brand efforts, we are seeing 5 new Amazon Exclusive apparel brands that have launched over the Black Friday weekend. This comes just after 10 new Amazon Exclusive apparel and accessories brands launched just before Black Friday.

The new brands are:

  • Blue Chill – men’s outerwear
  • Le Mou – women’s tops and dresses
  • Mou Meraki – wallets
  • Mountain Leads – men’s and women’s outerwear
  • Toes&Feet – socks

This brings the total number of Amazon Exclusive brands we are tracking to 247.

In addition, we are seeing that Amazon has launched its Iris & Lilly private label lingerie brand in the US. Amazon launched the brand last year in the UK & EU. Iris & Lilly is one of Amazon’s largest private label brands in Europe, with well over 700 items and growing. Only a couple dozen items have launched in the US thus far.

Amazon is bringing over products with just slight changes for the local US market. For example, this “Iris & Lilly Women’s Cotton Brazilian Knicker, Pack of 5” item in the UK has been renamed “Iris & Lilly Women’s Cotton Brazilian Panty, Pack of 5” in the US, but is otherwise unchanged. The US listing for the item notes, “European sizing – please refer to size chart for specific measurements to achieve the perfect fit.”

This international expansion of the Iris & Lilly brand follows similar geographical expansion of Amazon’s Find and Meraki private label brands into the US from Europe earlier this month.

We’ll continue to track the development of Amazon’s other private label and exclusive brands around the world.

Amazon Launches Alkove, A New Private Label Furniture Brand for Europe

Just two weeks after Amazon launched its third private label furniture brand in the US — Ravenna Home — Amazon has quietly launched its first private label furniture brand in Europe, we have found.

Amazon’s newest furniture line is called Alkove. Thus far, Amazon has launched six modern Italian leather sofas under the brand ranging in price from £892.40 for the Alkove Ruby 2-Seater Sofa to £1,463.22 for the Alkove Montgomery 3-Seater Sofa. None have reviews yet. Several more are available for pre-order only at this time.

Alkove marks Amazon’s first private label furniture foray in Europe. Amazon has been selling two Amazon Exclusive furniture brands, Furniture 247 and INFINIKIT, for a while. Amazon has also been selling home goods under the Rivet and Stone & Beam brands in Europe for the past couple months, but Amazon has yet to launch furniture under those brands in Europe yet that we have seen.

Globally, furniture has been one of Amazon’s fastest growing private label categories this year. In addition to the launch of Ravenna Home, Amazon’s two largest private label furniture brands in the US, Rivet and Stone & Beam, have seen significant SKU growth this year, adding dozens of new items each week.

Amazon now sells almost 800 items under the Stone & Beam brand and almost 700 more under the Rivet brand. Both brands have more than tripled their SKU volume since the beginning of the year by our count.

In mid-August, Amazon’s new exclusive home decor brand “Now House by Jonathan Adler” launched as well.

In addition to its growing European private label efforts, Amazon is doing more physical retail experiments in Europe as well. Later this week, Amazon will open holiday pop-ups across several European capital cities, Milan, Paris, Madrid, Berlin, London, and Amsterdam. Amazon Fashion ran its first pop-up in London a few weeks ago as well.

Continue to follow TJI as we track Amazon’s growing private label efforts.

Amazon Launches Lifelong Complete, A New Private Label Pet Food Brand for Europe

In addition to launching a new private label furniture brand in Europe, Amazon has also just quietly launched its first private label pet food brand for Europe as well. The new brand is called Lifelong Complete.

Amazon has launched six cat food products and two dog food products thus far under the Lifelong Complete brand. Each has launched with a number of Vine reviews.

In addition, Solimo pet food has launched in the UK as well in several flavors.

Amazon has been investing in expanding its private label and exclusive brand pet product lineup in the US in recent months. Solimo private label pet food just launched in the US in September. Amazon launched its Wag brand of private label dog food in the US earlier this year.

The US pet food market alone was estimated to be about $29 billion in 2017, according to the American Pet Products Association. PetSmart acquired Chewy.com this past April for $3.35 billion in the largest e-commerce acquisition ever. Amazon likely sees both a need and an opportunity here to build preference for its private label and exclusive brands and drive long term loyalty.

Pet food also represents an opportunity for Amazon to grow its advertising revenues. Amazon’s Pet Supplies hub page now features a mix of Amazon private label, Amazon exclusive, and third party brands. Brands paying for sponsored listings with the Pet Supplies hub include IAMS, Purina ONE, Rachel Ray, Natural Balance, and many more. On a general search like dog food on Amazon’s US store, current top brand advertisers include HIll’s Science Diet, Purina Pro Plan, Purina ONE SmartBlend, and Rachel Ray Nutrish.

In addition to its growing European private label efforts, Amazon is doing more physical retail experiments in Europe as well. Later this week, Amazon will open holiday pop-ups across several European capital cities, Milan, Paris, Madrid, Berlin, London, and Amsterdam. Amazon Fashion ran its first pop-up in London a few weeks ago as well.

Continue to follow TJI as we track Amazon’s growing private label efforts.

Amazon Launches Its Find and Meraki Private Label Apparel Brands in the US

Over the last year we’ve been tracking the expansion of Amazon’s private label efforts around the world. While many brands remain specific to local country markets, Amazon has taken a handful of its private label brands global. For instance, Amazon has launched its Solimo, Happy Belly, Mama Bear, Presto!, and AmazonBasics brands not just in the US, but also in Europe and Asia.

While we’ve seen brands that started in the US expand internationally, we’re now seeing two Amazon private label brands that first launched in the UK and Europe quietly expand to the US for the first time: Find and Meraki. Amazon has not made any announcements regarding the move, but Amazon is now selling products under both brands in the US, we have found.

Since its launch in September 2017, Find has become one of Amazon’s biggest private label brands in Europe, now with well over 1,000 items, including about 900 in women’s fashion, 400 in men’s apparel, and 250 in shoes and accessories. The Find brand covers a variety of styles and price points, but is generally positioned more on the value end of the spectrum.

Meraki launched in May 2018 and offers about 125 “wardrobe essential” products from jumpers to shorts for men and women. The product line is heavy on neutral colors. The most expensive item currently is this £62.00 men’s blazer.

As Find and Meraki expand to the US, they’re entering a more crowded Amazon private label market. While we’ve identified 7 Amazon private label apparel brands in the UK and Europe, we are tracking 96 Amazon private label apparel brands in the US across a wide variety of products and styles. (Now, make that 98.)

With just a few products launched in the US thus far, it’s too early to tell what Amazon’s plans for Find and Meraki are exactly yet. Amazon has brought some Meraki products over apparently unchanged and is calling the brand “A European Brand” on its US product pages. By contrast, Amazon’s Find products in the US do not match products for sale in Europe that we can tell and are not described as “A European Brand” on product detail pages.

Big picture, we foresee Amazon continuing to expand its private label selection as a way to increase customer loyalty and eventually improve margins. We’ll continue tracking the development of Find, Meraki, and Amazon’s other private label and exclusive brands around the world.