New Amazon Exclusive Home Decor Brand “Now House by Jonathan Adler” Launches

Amazon launched a new exclusive home decor brand with designer (and design company) Jonathan Adler yesterday. The companies are positioning the brand, called “Now House by Jonathan Adler,” as, “Fresh, fashionable, photogenic, and stylish AF,” and as “Amazon’s first exclusive designer collection for the home.”

Amazon and Jonathan Adler made a big PR push for the launch as well, with many pop culture, fashion, and design outlets covering the news. Reviews thus far are very positive.

There are 135 products in the lineup at launch, including a variety of home decor items like pillows and canvas art as well as furniture from sofas to side tables.

Amazon is expanding the breadth of its private label and exclusive brand offerings. Now House by Jonathan Adler reflects that the company wants to add lines that appeal to customers with different design sensibilities and budgets. We expect the company to announce additional new exclusive brands in the coming months that expand Amazon’s selection further.

Below: Now House by Jonathan Adler Terrazzo Globe Vase, Priced at $78.00

Amazon Planning to Expand Its Private Label Efforts in Japan

While much of the focus on Amazon’s private label brand initiatives is on their efforts in the United States, Amazon has been growing its private label and exclusive brand offerings across its European and Asian markets as well.

Now, Amazon is planning to invest in additional expansion of its private label efforts in Japan, as evidenced by multiple job listings and a growing number of private label goods appearing on Amazon Japan.

As of today, AmazonBasics remains the broadest private label Amazon has launched in Japan in terms of SKU count by far. However, recently Amazon has also launched its Happy Belly (grocery and beverage), Solimo (household goods and foods), Mama Bear (diapers), Wickedly Prime (grocery), and Presto! (household goods) brands as well.

Like it does in other markets, when a search on Amazon Japan includes Amazon private label items in the results, it highlights those items with a gray box and “Our Brands” label. Here are a few examples of how these tiles look on Amazon Japan for Solimo tuna (“sea chicken”), Mama Bear diapers (“baby pants”), Happy Belly water, and Presto baby wipes.

  

We would not be surprised to see Amazon introduce private label and exclusive brands specific to the Japanese market, as it has done in other regional markets around the world already.

Based on several job listings posted earlier today, Amazon is planning to invest in significant staff expansion to power its growing private brand efforts in Japan. These follow several job listings targeting Amazon’s growing Japanese grocery efforts a few weeks ago.

The new Amazon Japan private brand job listings include:

  1. Sr. Category Manager, Private Brand
  2. Sr. Category Manager, Consumables Private Brands
  3. Product Manager, Private Brand
  4. Marketing & Customer Insight, Private Brand
  5. Head of Hardlines Private Brands
  6. Instock Manager, Private Brand
  7. Instock Manager, Consumables Private Brands

The above job postings note:

“Amazon is looking for an experienced, talented and enthusiastic Senior Category Manager for Consumables Private Brands (CPB) to manage selection expansion for number of categories for Private Brands business for Consumables in Japan.”

“Private Brands is a long-term growth opportunity for Amazon. So far, Amazon JP CPB has launched its brand 5 brands (Happy Belly, Wickedly Prime, Presto!, Mama Bear, and Solimo) as Amazon owned brands within Consumables, and are also looking to expand our foot-print into new categories, including Amazon-exclusive vendor owned brands under Amazon Accelerator program.”

“Amazon Basic is now considered strategically important at the global level, and it is expected to be a big Growth Potential as the Priority Growth Division.” (Disclaimer: this quote is a Google Translation from the listing’s original Japanese)

“The Amazon Consumables Private Brands team is creating a global portfolio of premium consumables products to meet Prime customers’ daily needs.”

“Amazon is looking for an experienced, talented and enthusiastic team leader of Hardlines Private Brands to manage selection expansion for number of categories for Amazon’s Exclusive Brands and Private Brands business for Consumables in Japan. As a leader, you will be responsible for managing private brands with the best possible commercial and legal terms. You will also be responsible for hiring and building a high performance team of experienced team members and growing volumes and margins. You will develop a partnerships with retail category teams in Japan and the various functions in Japan and US. Private Brands is a long-term growth opportunity for Amazon. We are also looking to expand our foot-print into new categories.”

Increasingly, Amazon views its private label efforts with a global purview. Amazon wants to increase customer loyalty amongst Prime members through private brands around the world, and ultimately generate increased margins in the long term. It is building a brand portfolio and global infrastructure to support that effort.

Follow TJI as we continue to track Amazon’s private brand efforts in Japan and around the world.

Above image credit: Amazon Japan

Amazon Launches Several Solimo Brand Private Label First Aid Products

Continuing its expansion into private label health care products, Amazon has launched several new Solimo brand first aid items.

The new items include:

Vine reviews for Solimo Hand Sanitizer are dated since September, though the rest of the items don’t have any Vine reviews. It’s possible they may in the coming weeks.

This is Amazon’s first private label hand sanitizer product. It also offers hand sanitizer from the Amazon Exclusive Mountain Falls brand, which it also labels as “Our Brand”.

Currently, hand sanitizer searches in Amazon’s US store are dominated by sponsored listings and headline search ads from Purell. Purell is the flagship brand of GOJO Industries, Inc., which is headquartered in Akron, Ohio.

Purell and Mountain Falls dominate organic search results for “hand sanitizer” on Amazon’s US store as well, with Germ-x, Babyganics, Cleanwell, and Bath and Body Works also present.

Amazon is in the process of ramping up its physical retail infrastructure as well. It’s possible that Amazon could stock those stores with first aid items, decreasing the number of trips made to traditional retail drug stores like Walgreens, Longs, Rite Aid, Walmart, Target, and many others.

Perrigo Launches Amazon Exclusive Infant Formula Brand, “Love & Care”

Perrigo, one of the largest manufacturers of private label OTC pharmaceuticals, has launched a new Amazon Exclusive infant formula brand called Love & Care.

It’s the first infant formula Amazon Exclusive brand we’ve seen. Currently, Earth’s Best (owned by Hain Celestial Group), Similac (owned by Abbott Laboratories), Enfamil (owned by Mead Johnson), and Happy Baby brand infant formulas rank the highest in Amazon US search results for infant formula. Plum Organics, Happy Baby, Love & Care, and GoodSense are the top brands advertising on those searches.

While “Love & Care” brand items are not yet showing up with the “Our Brand” label in search results, Amazon is promoting the new Love & Care brand in the baby healthcare section of its US website with ads like the following:

Perrigo has not made any announcements that we can find, and the company has not yet responded to our request for comment. We will update if they do. Vine reviews have started coming in in recent days, suggesting that Perrigo may be waiting to promote the new brand until after some initial reviews come in.

Perrigo filed for the US trademark for “Love & Care” on May 9, 2018. The company also produces the Amazon Exclusive Basic Care brand, which includes a variety of first aid health care products and OTC medicines.

Follow TJI for the latest on Amazon’s private label and exclusive brand efforts.

5 New Amazon Exclusive Personal Care Brands Identified

As we continue to track Amazon’s private label and exclusive brand efforts, we have identified 5 new Amazon Exclusive personal care brands that appear to have launched recently. These are all labeled “Our Brands” by Amazon but all appear to be owned by third parties.

The 5 new Amazon Exclusive brands that we have identified are:

1. Shave It – razors (8 items)

2. NATRÄL – essential oils (24 items)

3. Visage Envy – lotions and creams (3 items)

4. Paris & Vine – nail lacquer (2 items)

5. Zitabeth – makeup wipes (1 item)

As always, follow TJI for the latest as we continue to track Amazon’s private label efforts.

Amazon Launches AmazonBasics Brand Private Label Foam Mattresses

Amazon has just launched its own private label mattress products, entering the $15 billion US mattress market with its own brand for the first time that we have seen.

Amazon’s new AmazonBasics Memory Foam Mattress just went live on Amazon.com with 2 Vine reviews from recent days. It comes in Twin, Full, Queen, King, and California King sizes, as well as 8-inch, 10-inch, and 12-inch depths. Prices range from $129.99 for the 8-inch twin to $349.99 for the 12-inch king.

Just last week, Amazon launched AmazonBasics bed frames and mattress foundations.

The launch will surely catch the attention of US mattress giants, DNVB mattress brands, and mattress retailers. Amazon has launched over 120 private label brands to date, with AmazonBasics being one of the broadest.

“We want to provide the widest selection possible for customers, and products from our brands help add to that assortment and offer more high quality products for them to shop from at a great value,” an Amazon spokesperson told us when reached for comment.

Entrenched mattress industry leaders like Tempur Sealy and Serta Simmons have offered brands like Tempur-Pedic, Stearns & Foster, Serta and Beautyrest for decades. Over recent years, startups like Casper, Tuft & Needle, Purple, Leesa, Nectar, Helix, and Saatva have gone direct to consumer. Just last month, Serta Simmons agreed to merge with T&N. Sealy has also launched its own direct to consumer brand called Cocoon.

Amazon’s entry into the market could add pressure to both manufacturers as well as large US mattress retailers like Mattress Firm, Rooms To Go, Mattress Warehouse, Ashley Homestore, Haverty’s, Ikea, and Macy’s.

The AmazonBasics mattress’s prices are substantially lower than comparable products from other brands, so we will keep an eye on reviews over the coming days and weeks to see how much customers are satisfied with their quality and value.

As always, stay tuned to TJI for the latest as we continue to track Amazon’s private label efforts.

Updated with comment from Amazon.

Amazon is Opening a “4-star” General Store in Manhattan Tomorrow

Amazon is doing a lot of physical retail experiments. It is opening Amazon Books stores in several cities, has opened 3 Amazon Go food stores in Seattle and 1 in Chicago, has physical presences in a variety other retail venues, and drives a few Treasure Trucks around.

Today, Amazon has just announced it is opening its first “Amazon 4-star” store at 72 Spring Street in the SoHo neighborhood of New York City tomorrow. The store will only sell items rated 4 stars and above on Amazon, but those items will cut across product categories. Per Amazon:

We started with some of the most popular categories on Amazon.com including devices, consumer electronics, kitchen, home, toys, books, and games, and chose only the products that customers have rated 4 stars and above, or are top sellers, or are new and trending… Digital price tags alongside every product show the Prime price and list price, as well as Prime member savings, average star rating, and the total number of reviews a product has received.

Our take:

This is the first time we’ve seen Amazon open a physical general merchandise store. While it doesn’t sound like Amazon 4-star will carry the sundries that one might expect in a Dollar General (which plans to open 900 new stores in 2018 itself), it’s easy to see how Amazon might blend different elements of its retail concepts over time to include food and necessities with the toys, games, kitchen appliances, and home goods Amazon says it plans to sell in 4-star.

Positioning “4-star” as a store with higher quality makes sense, given that Amazon’s brand is often founded more on price than curation, and this store is located in SoHo. (Perhaps Amazon will feature some of its private label goods as well?) Finally, many of the features Amazon describes (“Most Wished For,” etc.) can also be found in existing Amazon Books stores.

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 Launches Solimo Brand Private Label Toilet Paper

Continuing its expansion into private label household supplies, Amazon has launched a new toilet paper product under its Solimo brand.

Solimo is the fourth private label toilet paper brand in the Amazon portfolio. Previously, Amazon has launched Presto! brand toilet paper for consumers, AmazonBasics Professional toilet paper for businesses, and 365 Everyday Value brand toilet paper at Whole Foods.

Vine reviews for Solimo toilet paper are dated since early September. Amazon also recently launched Solimo brand paper towels in August.

At $0.19 per 100 sheets for this 30-roll pack, Amazon is positioning the Solimo brand at a lower price point than its Presto line. For example, this 24-pack of Presto Ultra-Soft toilet paper is priced at $0.28 per 100 sheets. By comparison, this AmazonBasics Professional toilet paper is priced at $0.12 per 100 sheets.

For reference, Amazon’s two best sellers in its toilet paper category sell for much higher prices than its new Solimo brand. Those are this 24-pack of Quilted Northern Ultra Plush Toilet Paper ($0.32 per 100 sheets) and this 36-pack of Cottonelle Ultra CleanCare Toilet Paper ($0.28 per 100 sheets).

Other top brands in Amazon US toilet paper search results include Charmin, Angel Soft, Scott, and Georgia Pacific. Top sponsors in our check were Quilted Northern and Cottonelle taking the sponsored product placements and Clorox ToiletWand taking the headline search placement, with Amazon applying the “Amazon’s Choice” ribbon to its Presto 24-count pack.

 

Amazon Targeting Johnson’s, Aveeno, Vaseline, & Aquaphor Customers with New Solimo Private Label Baby Products

Following the launch of Solimo brand toilet paper, Amazon is launching a new pair of Solimo brand private label baby products. The new baby products target customers of popular brands like Johnson’s and Aveeno in their product description bullet points.

First, let’s take a look at the new Solimo Night Time Baby Bath. There are no reviews for this item yet, so it appears to have just launched on Amazon US. In the product description bullet points, Amazon says, “If you like Johnson’s Baby Wash, we invite you to try Solimo Night Time Baby Bath.” Amazon’s 15-ounce 6-pack sells for $0.13/fl oz, while the only Johnson Baby Wash we can find in stock on Prime is this 15-ounce 2-pack selling for $0.57/fl oz, or over 4 times the price per ounce.

Next, let’s take a look at the new Solimo Daily Baby Lotion with Colloidal Oatmeal. Likewise, it has no reviews yet either, so it appears to have just launched on Amazon US as well. In the product description bullet points at top, Amazon says, “If you like Aveeno Daily Moisture Baby Lotion, we invite you to try Solimo Daily Baby Lotion.” Amazon’s 18-ounce 3-pack sells for $0.24/fl oz, while the 18-ounce 1-pack of Aveeno Baby Daily Moisture Lotion sells for $0.50/fl oz as an Add-on Item on orders over $25 shipped by Amazon.

The story is similar for other Solimo baby products launched earlier this year as well.

  • For example, the product description for Solimo Healing Ointment for Babies reads, “If you like Aquaphor Healing Ointment for Baby, we invite you to try Solimo Healing Ointment for Babies.”
  • Similarly, the product description for Solimo Baby Oil (also available in Lavender Scent and with Aloe Vera) reads, “If you like Johnson’s Baby Oil, we invite you to try Solimo Baby Oil.”
  • Finally, the bullet points for Solimo Petroleum Jelly reads, “If you like Vaseline Petroleum Jelly, we invite you to try Solimo Petroleum Jelly.”

Johnson’s is a top advertiser for many baby-product-related queries as well. For instance, in Amazon US search results for both “baby wash” and “baby lotion,” Johnson has purchased both the headline search ad and the two sponsored product ads as well.