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 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 Briefing, 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.

Amazon Launches 27 Private Label Modern Lighting Fixtures

Amazon’s steady march into private label home decor just took a leap forward in the lighting category. Amazon has launched over two dozen private label modern and mid-century-modern lighting fixtures under its Rivet and Stone & Beam private label brands. Generally targeted at the West Elm / CB2 crowd, these new fixtures further expand Amazon’s private label modern lighting lineup.

These items appear to have launched over the last several weeks, as evidenced by the dates on their Vine reviews. Here’s the full list:

  1. Rivet Mid-Century Exposed Bulb Task Floor Lamp, 53.5″H, With Bulb, Matte Black & Antique Brass
  2. Rivet Mid-Century Modern Wall Sconce, 11.5″H, With Bulb, Matte Black & Gold with Glass Shade
  3. Rivet Mid-Century Task Floor Lamp, 57″H, With Bulb, Matte White & Antique Brass Accents
  4. Rivet Minimalist Modern Floor Lamp, 58.5″H, With Bulb, Brass
  5. Rivet Modern Exposed Bulb Table Lamp, Cement With Antique Brass Accents
  6. Rivet Modern Floor Lamp with Shelf, 60″H, With Bulb, Brass with Linen Shade
  7. Rivet Modern Floor Lamp with Wood Shelf, 59″H, With Bulb, Black with Linen Shade
  8. Rivet Modern Floor Lamp, 58″H, With Bulb, Brass with Linen Shade
  9. Rivet Modern Floor Lamp, 62.5″H, With Bulb, Black & Antique Brass with Linen Shade
  10. Rivet Modern LED Floor Lamp, 61.25″H, With Bulb, Matte Black & Antique Brass
  11. Rivet Modern Marble Table Lamp, 22″H, With Bulb, White with Linen Shade
  12. Rivet Modern Metal Table Lamp, 22″H, With Bulb, Blue with Linen Shade
  13. Rivet Modern Rattan Table Lamp, 20″H, With Bulb, Brown with Linen Burlap Shade
  14. Rivet Modern Table Lamp, 20.5″H, With Bulb, Black and Brushed Brass with Linen Shade
  15. Rivet Modern Table Lamp, 22″H, With Bulb, Brass with Linen Shade
  16. Stone & Beam French Country Pendant, 15.5″H, With Bulb, Rubbed Antique Bronze
  17. Stone & Beam Modern Floor Lamp, 59.5″H, With Bulb, Black
  18. Stone & Beam Modern LED Task Lamp, 18.5″H, Brushed Steel with Wireless Charging
  19. Stone & Beam Modern Metal Table Lamp, 20.5″H, With Bulb, Black with Linen Shade
  20. Stone & Beam Modern Metal Table Lamp, 23″H, Antique Brass
  21. Stone & Beam Modern Pully Floor Lamp, 64″H, With Bulb, Black
  22. Stone & Beam Modern Table Lamp, 15″H, Black with Glass Smoked Shade
  23. Stone & Beam Modern Table Lamp, 18.5″H, With Bulb, Matte Black with Clear Glass Shade
  24. Stone & Beam Modern Table Lamp, 24″H, With Bulb, Brass with Linen Shade
  25. Stone & Beam Modern Table Lamp, 28″H, With Bulb, Brass with Linen Shade
  26. Stone & Beam Modern Tripod Floor Lamp, 59.5″H, With Bulb, Pine with Linen Shade
  27. Stone & Beam Rustic Chandelier, 23″H, With Bulb, Matte Black with Wood Bead Shade


Estimate: Amazon OTC Medication Sales Up 65% YoY in First Half of 2018

As Amazon retail sales grow overall, how much are specific categories growing YoY?

A new snippet from OneClickRetail suggests that Amazon’s OTC medication sales were up 65% YoY in the first half of 2018, reaching about $450M for the period.

OCR also notes an observation about Amazon’s efforts to promote its private label and exclusive brands:

In August 2017, Amazon launched Basic Care, the retailer’s first foray into private-label OTC medications. In an aggressive move, Amazon has placed an ad for their equivalent Ibuprofen capsules in a prominent position on Advil’s PDP in order to redirect a portion of Advil’s traffic and potential sales to Amazon’s private brand. Even a brand as ubiquitous as Advil has to find ways to offer shoppers a better value proposition compared a retailer’s (usually more affordable) house brand – and packing innovation is one good strategy for doing so.

We predict Amazon placing ads for its brands on searches for name brand products is something that’s going to occur more frequently going forward.

Amazon Launches AmazonBasics Brand Bed Frames and Mattress Foundations

In what could imply a future entry into the consumer mattress market, Amazon has launched new AmazonBasics private label brand bed frames and mattress foundations.

The new AmazonBasics steel bed frames come in Twin, Full, Queen, and King sizes. Prices range from $40 for the twin to $70 for the king. These appear to have launched within the last week, as the earliest Vine review is from September 10, with new Vine reviews coming in still.

Similarly, the new AmazonBasics Steel Mattress Foundation/Alternative of Traditional Box Spring comes in Twin, Twin XL, Full, Queen, King, and California King sizes, with 5-inch and 9-inch variations. Prices range from $80 to $135. These appear to have launched within the last few weeks, as the earliest Vine review is from July 28, with new Vine reviews coming in still as well.

The mattress market is in a bit of turmoil with the entry of online players like Casper, Purple, Leesa, Saatva, Nectar, Helix, and T&N (which was recently acquired by Serta Simmons).

Should Amazon get into this market, and we would generally expect them to at some point, it would introduce new challenges to traditional brands like Sealy, Tempur-Pedic, Serta, Beautyrest, and Sleep Number, retailers like Mattress Firm, Rooms To Go, Mattress Warehouse, Ashley Homestore, Haverty’s, Ikea, and Macy’s, and online players alike.

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

Amazon Launches Exclusive Earth+Eden Premium Diapers Brand

Further expanding its efforts into the diaper and baby supplies market, Amazon has quietly launched a new exclusive premium diapers brand called Earth+Eden.

The brand is positioned as “Ultra-premium, high-performance diapers,” adding that it is, “For those that keep their little ones wrapped in the very best.” The product page says that the diapers are, “Cruelty free – not tested on animals,” “Made with SFI Certified sustainably sourced fluff,” “Printed with non-toxic water-based inks,” and “Produced in a Zero Waste to Landfill Facility.”

The diapers are retailing for prices ranging from $0.21 each (size 1) to $0.51 each (size 7), which is comparable to pricing for “standard” disposable diapers from brands such as Luvs, Huggies, and Pampers, and cheaper than other premium diapers such as Honest or Pampers Pure.

The Earth+Eden diapers appear to have launched within the last few weeks, as the earliest reviews are from August and Vine reviews (i.e. from customers who received free product, as often happens when a new product launches on Amazon) are coming in as of this morning:

In our checks the Earth+Eden diapers are the first item that appears in the “Top Rated from Our Brands” carousel (that Amazon displays before organic search results) when searching “diaper” on

It appears that Earth+Eden diapers are manufactured by First Quality Enterprises, Inc. of Great Neck, NY. An entity named First Quality is responding to customer questions on the product page, and the trademark to “Earth & Eden” is owned by “First Quality Baby Products, LLC” as well. The company claims to be a “market leader in store brand manufacturing” and makes a variety of diaper-related products.

Amazon has also sold diapers under its Mama Bear private label brand since last year. Mama Bear diapers are currently ranked #46 in Amazon’s list of best selling diapers. Earlier last year, Amazon shut down the subsidiary that it had acquired with Quidsi in 2011.

Diapers queries on Amazon are saturated with advertising. For example, a current search results page in the US shows entirely sponsored products and headline search ads from Pampers and Huggies above the fold.

We expect Amazon to continue its expansion into baby supplies over the coming months. Stay tuned to TJI for the latest developments.

Amazon Launches 9 New P.O.V. Brand Personal Care Products

Continuing its push into private label household health and personal care products, Amazon has launched 9 new items under its P.O.V. brand. The items range in price from about $12 (Vitamin E Hand Sanitizer, Pack of 6) to about $29 (Aloe Vera Hand Sanitizer, Pack of 6).

The new items are:

Amazon has launched dozens of similar personal care products under the Solimo, Mountain Falls, and P.O.V. brands.  Amazon and Whole Foods also sell related products under the “365 Everyday Value” house brand.

CPG brands will be paying attention as Amazon continues its expansion into private label goods in this category. We’ll continue to track developments closely here at TJI.

Amazon Launches New AmazonBasics Brand Carry-On Backpacks and Luggage

Continuing its expansion into the private label backpack and luggage categories, Amazon has launched a new line of slim carry-on backpacks in 8 colors. The backpacks are priced at $65-$75.

Top backpack brands on Amazon currently include Swiss Gear, Mancro, Vaschy, High Sierra, Matein, JanSport, and more.

In addition, Amazon has expanded its line of hardshell luggage. The 2-piece set in blue is priced at $160. The 28-inch piece can be purchased separately for $100 and the 24-inch piece for $80.

Top luggage brands on Amazon currently include Samsonite, American Tourister, Traveler’s Choice, Steve Madden, Rockland, and more.

We expect to see continued activity from Amazon in the private label luggage and travel accessories categories. Stay tuned to TJI for the latest developments.