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 Amazon.com.

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 Amazon.com 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 Diapers.com 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.