Four weeks ago today, we discovered that Amazon had launched its first AmazonBasics private label foam mattress. It was the first time Amazon had extended its private label offerings into the hotly contested mattress market.
Now, we are seeing that Amazon has just launched its second private label brand foam mattresses. The new Rivet Memory Foam Mattress is now live on Amazon in full, queen, and king sizes.
Rivet brand foam mattresses are being positioned upmarket from the AmazonBasics brand foam mattresses. Rivet prices range from $449 (Full) to $624.99 (King). By contrast, the AmazonBasics foam mattress sells for $169.99 (Full) to $349.99 (12-inch King). Overall, the Rivet mattress is priced at about twice the AmazonBasics mattress.
Amazon has incorporated Celliant mineral blends and LURAcor foam into the Rivet mattress. Customers can return the mattress for a full refund within 100 nights.
The Rivet brand mattresses are launching with 21 Vine reviews as of today. (Vine is an Amazon program in which customers are provided items for free in exchange for posting reviews for items they receive.)
Top selling foam mattresses on Amazon include items from Zinus, Linenspa, Modway, Tuft & Needle, and LUCID.
Amazon’s expanding mattress efforts 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.
Entrenched mattress industry leaders like Tempur Sealy and Serta Simmons have offered brands like Tempur-Pedic, Stearns & Foster, Serta and Beautyrest for a long time. Over recent years, startups like Casper, Tuft & Needle, Purple, Leesa, Nectar, Helix, and Saatva have gone direct to consumer online (though some are starting to build out a retail presence as well). In August, Serta Simmons agreed to merge with T&N. Sealy has also launched its own direct to consumer brand called Cocoon.
Amazon’s expansion into the market could add pressure to both manufacturers as well as large US mattress retailers like Mattress Warehouse, Ashley Homestore, Haverty’s, Ikea, Rooms To Go, and others. Earlier this month, Mattress Firm filed for bankruptcy.
The AmazonBasics mattress is priced substantially lower than comparable products from other brands, and so far, it’s received an average review of 4 stars. We’ll be keeping an eye on reviews of the Rivet mattress over the coming days and weeks to see how much customers are satisfied.
As always, stay tuned to TJI for the latest as we continue to track Amazon’s private label efforts.