Dr.Doody, An Amazon Exclusive Toilet Spray Brand, Launches

As Amazon ramps up its Accelerator program to bring on an increasing number of Amazon Exclusive brands, we’re going to see an increasing variety of private brand products launching.

Today, we’re seeing the launch of Dr.Doody, a new Amazon Exclusive brand of “freshening toilet spray” from Perry Group International out of Los Angeles.

Leading brands in the toilet spray category on Amazon.com include Poo-Pourri, Squatty Potty, Mask, Air Wick, Flushie, Puracy, and Purell. Poo-Pourri and Refresh are top sponsors on organic searches currently.

We’ve seen several Amazon private brands launch in the household cleaning products area. Follow TJI as we continue to track Amazon’s rapidly evolving private brand efforts.

Innocor Launches Revel, A New Amazon Exclusive Mattress/Topper/Pillow Brand

Innocor, the foam maker who makes LURAcor foam included in Amazon’s Rivet Foam Mattress which we discovered on Friday, has also launched its own new Amazon Exclusive mattress, topper, and pillow brand called Revel.

The Revel Hybrid Cool Mattress ranges in price from $299 for a twin to $469 for a king. It’s a 3-layer, “12” hypoallergenic memory foam mattress with 3″ Revel All Climate Cooling Gel top layer, 2″ Revel LiftTex Alternative Latex foam with airflow channels, and 7″ long-lasting DuraBase foam.”

Revel has also launched a set of mattress toppers ranging in price from $89 to $179 and pillows ranging from $32 to $54. Vine reviews for the new Revel products have been coming in over the last many weeks.

Innocor both builds consumer brands through its Innocor Comfort/Sleep Innovations division and serves commercial customers through its Innocor Foam Technologies division. For example, the Amazon Rivet mattress uses products delivered by IFT.

The Revel mattress marks the third “Our Brand” mattress for sale on Amazon. Amazon has previously launched AmazonBasics and Rivet private label foam mattresses. The Revel is the first Amazon Exclusive mattress brand that we have seen. Amazon has launched over 120 private label brands to date.

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

Amazon Launches New Private Label Furniture Brand, Ravenna Home

Over the last year, Amazon has made major moves into the private label furniture market, with the rapid growth and expansion of its Rivet and Stone & Beam brands.

Today, Amazon’s private label furniture offensive takes another big step forward with the launch of Amazon’s third private label furniture brand: Ravenna Home.

Whereas Rivet focuses on mid-century modern styles and Stone & Beam offers a variety of “casual comfort” furniture across price rangers, Ravenna Home is positioned as “classic style made simple” and “great value.” For example, the seven sofas available at launch range in price from $799 to $849.

The new brand is launching with 60 items as of today. Many items included in the launch have received a handful of Vine reviews (i.e. from Amazon users who signed up to receive free products and post reviews about them).

In what continues to be a challenge to traditional furniture retailers, Amazon is offering free shipping and free returns within 30 days of delivery on Ravenna Home as it does all Amazon furniture brands.

“We are excited to expand our selection of private label furniture with the launch of Ravenna Home, our newest line of timeless everyday furniture offered at a great value. Ravenna Home makes it easier than ever for customers to furnish their homes hassle-free—without breaking the bank—with a range of beautiful sofas, chairs, coffee tables, lighting and much more to choose from. Customers shopping Ravenna Home receive free shipping and returns on all products within 30 days of delivery, and orders can arrive on their doorsteps in as little as two days from purchase,” an Amazon spokesperson tells us.

Just 10 days ago, Amazon’s new exclusive home decor brand “Now House by Jonathan Adler” launched.

Follow TJI as we continue to track all of Amazon’s private label efforts.

Amazon Launches Rivet Foam Mattress, Its Second Private Label Mattress-in-a-Box

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.

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.