After launching its Wag brand of private label dog food earlier this year, Amazon is expanding its pet food and products lineup with more private label and exclusive brands.
Solimo Private Label Dog Food
First, Amazon has launched dry dog food under its Solimo private label brand.
Flavor options include chicken and lamb and size options include a 5lb trial size ($10.99 on Prime), 15lb bag ($22.99), and 30lb bag ($34.99). The new dog food launched with a few dozen Vine reviews.
For price comparison, all Wag 30lb bags are selling for $44.99, so the Solimo brand is priced at 22% less. This is consistent with Amazon’s practice of pricing Solimo below its other private label brands in other categories (such as toilet paper).
Solimo marks Amazon’s second private label pet food brand. Meanwhile, Amazon continues to provide pet supplies under its AmazonBasics private label brand as well, from dog bowls to beds.
Five Amazon Exclusive Pet Products Brands
In addition, to Amazon’s new Solimo private label dog food, we are seeing 5 new Amazon Exclusive brands being labeled as “Our Brands” by Amazon. They are Simply Perfection, Pet Craft Supply Co., Olaganics, Dogg Cookie, and Zoeez Naturals.
The Amazon Exclusive Simply Perfection brand bills itself as “Meat First Super Premium Dog Food.” The new products include items like Simply Perfection Super Premium Beef Recipe Canned Dog Food 79.2oz Case, which sells for $15.02 for Prime members.
The Simply Perfection brand is owned by Perfection Pet Foods out of Visalia, California. Perfection Pet Foods bills itself as “a leading manufacturer and packager of private label and co-manufactured pet food and pet snack products.”
Pet Craft Supply Co.
A second Amazon Exclusive brand of pet accessory products has launched called Pet Craft Supply Co. Pet Craft Supply currently has 19 products for sale, including feeding bowls, beds, and (yes) apparel. For example, this Pet Craft Supply Two-Tone Stylish Puffer Jacket for All Dogs is available for $11.99.
The Pet Craft Supply Co brand is owned by R2P Group Inc of Pleasanton, California, which also creates pet products under the Simmons Beautyrest brand, amongst others.
A third pet-focused Amazon Exclusive brand is also now live, offering pet food supplements. Olaganics products include soft chews like probiotics, allergy relief, fish oil, and bladder control — but for pets.
The Olaganics brand is owned by FabWa, LLC of Valparaiso, Indiana, which also produces water supplement products.
The Amazon Exclusive brand Dogg Cookie offers a variety of dog treats. For example, this Dogg Cookie Chunky Chip 2-Pack sells for $14.32 for Prime members.
The Dogg Cookie brand is owned by Wet Noses Inc. of Monroe, Washington, which produces a variety of organic dog treats.
Finally, the Amazon Exclusive brand Zoeez Naturals offers a variety of nutritional supplements for pets. For example, this Zoeez Naturals Hairball Support With Vitamins and Minerals | Natural Supplement for Cats (Chicken Liver Flavor), 30 Chews sells for $12.99.
The Zoeez Naturals brand is owned by Zoeez, LLC of Portland, Oregon, which makes a variety of dog and cat wellness products.
The US pet food market alone was estimated to be about $29 billion in 2017, according to the American Pet Products Association. PetSmart acquired Chewy.com this past April for $3.35 billion in the largest e-commerce acquisition ever. Amazon likely sees both a need and an opportunity here to build preference for its private label and exclusive brands and drive long term loyalty.
Pet food also represents an opportunity for Amazon to grow its advertising revenues. Amazon’s Pet Supplies hub page now features a mix of Amazon private label, Amazon exclusive, and third party brands. Brands paying for sponsored listings with the Pet Supplies hub include IAMS, Purina ONE, Rachel Ray, Natural Balance, and many more. On a general search like dog food on Amazon’s US store, current top brand advertisers include HIll’s Science Diet, Purina Pro Plan, Purina ONE SmartBlend, and Rachel Ray Nutrish.
View the TJI Amazon Brand Database – The Independent Global List of Amazon Private Label and Exclusive Brands