Merisant, the maker of Equal artificial sweeteners, has quietly launched Sugarly Sweet, a new Amazon Exclusive sweetener brand, we have found.
Sugarly Sweet is the first Amazon Exclusive sweetener brand we have seen. It joins a growing number of other Amazon Exclusive “Our Brands” in the food and beverage grocery category.
So far, Sugarly Sweet has launched sweetener packet products with Aspartame, Stevia, Saccharan, and Sucralose. It has also launched granulated sweetener products with Stevia and Sucralose.
Like the owners of many other new Amazon Exclusive brands, Sugarly Sweet brand products just launched on Amazon with dozens of Vine reviews. Also like the owners of many other new Amazon Exclusive brands, Merisant has made no official announcements about the launch that we have seen.
Merisant was formerly a division of Monsanto and was acquired by investors in 2000. It is currently a privately held subsidiary of MacAndrews and Forbes, a large holding company owned by billionaire Ron Perelman.
We are now tracking over 30 Amazon private label and exclusive food brands in our TJI Amazon Brand Database.
Over the course of this year, Solimo has grown to become one of Amazon’s broadest private label brands. The Solimo brand now covers range of household goods, from toilet paper to dog food. It’s also a brand Amazon has been taking to its markets around the world.
In the US, Amazon is continuing to expand its Solimo brand in grocery and personal care categories.
For example, in the grocery category, Amazon has just launched Solimo spaghetti pasta and pancake syrup, adding to its lineup of Solimo grocery staples. In addition, it’s launched adult nutritional drink mix powder (a la Ensure).
At the same time, Amazon has launched new Solimo plant protein powder blends in the nutritional supplement category.
Meanwhile, in the personal care category, Amazon has launched Solimo therapeutic dandruff shampoo (a la Selsun Blue) in addition to mint dental flossers and exfoliating body wash.
Amazon now sells over 350 items under its Solimo brand in the US.
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.
As Amazon continues to ramp up its private label and exclusive brand efforts, it is partnering with companies new and old to expand its offerings. In this case, Colavita, founded in Italy in 1938, has launched a new line of pastas, oils, and vinegars under the Amazon Exclusive brand Santa Ninfa.
It’s the first Amazon Exclusive pasta brand we’ve seen. Currently, Amazon also offers private label pastas under its Whole Foods 365 Everyday Value brand.
Colavita also sells pastas under the Colavita brand on Amazon.
Barilla currently dominates organic search results for pasta on Amazon.com, along with De Cecco, Giusto Sapore, Garofalo, and many others. As Amazon continues to grow its grocery selection, we’d expect to see more brands in the future.
Carrington Tea, a New Jersey-based specialty tea producer founded by David Eben and Brad Miller in 1999, has launched Gus and Joan Quality Foods, an Amazon Exclusive brand. Currently, Gus and Joan is offering several flavors of bagged tea.
It’s the first Amazon Exclusive tea brand we’ve seen. Currently, Amazon also offers private label teas under its Solimo, Wickedly Prime, 365 Everyday Value, and Allegro brands.
Searching for “green tea” on Amazon yields a sponsored brand ad unit at top from Pure Leaf, followed by Amazon’s “Our Brands” carousel. Gus and Joan brand tea is featured inside. Following the carousel are organic search results from Liptop, Ito En Oi Ocha, Jade Leaf, Prince of Peace, Bigelow, and Stash.
We’ll keep an eye on Gus and Joan to see if Carrington launches additional products under the brand.
For now, we’ve added the Amazon Exclusive Gus and Joan to the TJI Amazon Brand Database.
The parent company of Dillanos Coffee Roasters, a wholesale coffee roaster based in Sumner, Washington, has launched an Amazon Exclusive coffee brand called Home Harvest Coffee.
Home Harvest joins a growing list of Amazon private label and exclusive coffee brands in the US. Amazon is ramping up its exclusive brand efforts through programs like its Amazon Accelerator. Amazon Exclusive coffee brands currently include Corner One Coffee, Crave Coffee, My Coffee, and Pier 3 Coffee, alongside a variety of coffees within Amazon’s Happy Belly and AmazonFresh private label brands.
Currently, Home Harvest is offering 3 products: a signature blend, a breakfast blend, and a french roast. Products are available in a 1 lb bag, 2 lb bag, and (some) in Nespresso capsules. Dillanos says it has 65 employees and “roasts for some of the country’s most recognized specialty coffee brands and cafes.” Dillanos has not yet responded to our request for comment.
A wide variety of brands are selling coffee on Amazon. Amazon is also selling its own private label brands of coffee via its AmazonFresh and 365 Everyday Value brands.
Top sponsors for coffee searches on Amazon include Death Wish, Seattle’s Best, and Peet’s. Death Wish and Starbucks are also best sellers.
Original Donut Shop Keurig K-Cups, Folgers, and Dunkin’ Donuts are also prominently featured on coffee search results under a “Customers ultimately bought” heading near the top of the page.
Follow TJI as Amazon continues to expand its private label and exclusive food, beverage, and grocery efforts.
A few days after reports surfaced about Amazon’s plans to open its first Amazon Go automated food/convenience store in San Francisco, we are seeing reports of details on Amazon’s plans to open its first Amazon Go in New York City as well.
Per Recode, Amazon is planning to open its first NYC Amazon Go in Brookfield Place, formerly known as the World Financial Center, in the Battery Park City neighborhood. It’s a large complex across from the World Trade Center.
This will be the eighth Amazon Go location in the US. We’ve updated our TJI Physical Retail Map to reflect the upcoming Amazon Go location in NYC.
Industry watchers have been paying close attention to Amazon’s growing private label efforts, particularly those efforts in clothing and household goods. Lately, however, we’re seeing interesting private label initiatives from Amazon in the food and beverage categories as well.
As of today, Amazon now offers 24 varieties of its private label Happy Belly cheese. All are currently available through AmazonFresh. They include:
- Happy Belly Colby Jack Cheese Block, 8 Ounce
- Happy Belly Colby Jack Cheese, Snack Sticks, 12 Count, 10 Ounce Pack
- Happy Belly Deluxe American Cheese, 24 Slices, 16 Ounce Pack
- Happy Belly Medium Cheddar Cheese Block, 32 Ounce
- Happy Belly Medium Cheddar Cheese Block, 8 Ounce
- Happy Belly Mild Cheddar Cheese Block, 16 Ounce
- Happy Belly Mozzarella String Cheese, 12 Count, 12 Ounce Pack
- Happy Belly Pepper Jack Cheese Block, 8 Ounce
- Happy Belly Prepared Cheese Product, 24 Singles, 16 Ounce Pack
- Happy Belly Sharp Cheddar Cheese Block, 32 Ounce
- Happy Belly Shredded Colby Jack Cheese, 8 Ounce
- Happy Belly Shredded Mexican Four Cheese Blend, 32 Ounce
- Happy Belly Shredded Mexican Four Cheese Blend, 8 ounce
- Happy Belly Shredded Mild Cheddar, 16 Ounce
- Happy Belly Shredded Mild Cheddar, 8 Ounce
- Happy Belly Shredded Mozzarella Cheese
- Happy Belly Shredded Mozzarella Cheese, Low Moisture Part-Skim Milk, 32 Ounce
- Happy Belly Shredded Sharp Cheddar Cheese, 8 Ounce
- Happy Belly Sliced Colby Jack Cheese, 10 Slices, 8 Ounce Pack
- Happy Belly Sliced Muenster Cheese, 10 Slices, 8 Ounce Pack
- Happy Belly Sliced Provolone Cheese, 10 Slices, 8 Ounce Pack
- Happy Belly Sliced Sharp Cheddar, 10 Slices, 8 Ounce Pack
- Happy Belly Sliced Swiss Cheese, 10 Slices, 8 Ounce Pack
- Happy Belly Swiss Cheese Block, 8 Ounce
Amazon offers Happy Belly Cage Free Eggs, too.
As more grocery spending comes online, we believe Amazon sees an opportunity to take advantages of changing consumer behavior to test consumer brand loyalty in staple perishable categories like dairy.
Currently, top cheese brands on AmazonFresh include Sargento, Tillamook, Kraft, and Kerrygold. Additional brands include Applegate, Organic Valley, Cabot, Land O Lakes, New Bridge, and Cracker Barrel Cheese.
Amazon also sells cheese under Whole Foods’ 365 Everyday Value private label brand.
Follow TJI as we continue to track Amazon’s private label efforts.
Amazon is planning to launch its first Amazon Go in California on California Street in San Francisco’s Financial District.
This will be the seventh Amazon Go location in the US. The other six are in Seattle and Chicago. We’ve updated our TJI Physical Retail Map to reflect the new upcoming Amazon Go location in San Francisco.
The store’s opening date is not yet known and is unlikely to be announced much in advance, if the past is any indication. The San Francisco Chronicle reported the sign permit application for 300 California St.