Amazon Launching First Private Label Toys for Toddlers and Kids

Amazon’s private label efforts have grown substantially this year, with launches ranging from furniture to groceries. Today, we’re seeing what looks like the impending launch of several new AmazonBasics brand private label toys for toddlers and kids. It’s the first time we’ve seen Amazon launch private label children’s toys.

The toys are not shipping yet, but their product pages are now live on Amazon.com. We would generally expect the toys to start shipping in the coming days or weeks. The new toy products we are seeing are:

Update: Since our post this morning, Amazon has apparently taken down the first three toys listed above from Amazon.com.

While we’re only seeing a few product listing pages for AmazonBasics toys now, if the past is any indication, we would expect Amazon to methodically ramp up its private label toy inventory.

The battle for holiday toy sales is particularly intense this year after Toys R Us closed its stores this summer. Four weeks ago, Amazon mailed out its first printed holiday toy catalog to millions of customers. Amazon said that customers ordered over 18 million toys on Black Friday and Cyber Monday.

Toy brands like Melissa & Doug and Little Tikes are sure to keep a keen eye on how Amazon rolls out its selection of private label toys for young children. While Amazon is starting in the toddler category, we could see Amazon moving into several categories of toys for older children as well.

While many toys are sold on brand and with officially licensed IP, Amazon should be able to gain traction for private label items relatively quickly in those areas that don’t depend as heavily on brand.

In general, Amazon continues to ramp up its private label and exclusive brand selection across retail categories. Amazon is hiring both in the US and internationally to support this effort, and is growing the volume of exclusive private brands it offers through the Amazon Accelerator program.

Amazon’s holiday catalog featured several dozen Amazon Exclusive toys by our count. In addition, brands that received at least one full page in the catalog included Lego, Marvel, Disney Pixar, Barbie, Baby Alive, Fingerlings, Melissa & Doug, Duplo, Fisher-Price, vtech, Play-Doh, Hasbro Gaming, Nerf, Hot Wheels, Playmobil, k’nex, Bose, and Star Wars.

Amazon is featuring Amazon Exclusive toys in its new Amazon 4-star retail stores as well.

10 Amazon Exclusive Food & Grocery Brands Launch in the US

As we get closer to the holidays, we are seeing new Amazon Exclusive brands continue to launch.

This week we saw 6 new apparel brands launch. We’re also seeing 10 new Amazon Exclusive brands in the food and grocery category. They are:

     

  • Cinque Terre Pasta – pasta
  • Kalista – olive oil
  • Le French Pantry – seasonings
  • Mix-A-Licious – candy
  • Nature’s Instincts – dietary supplements
  • Powers & Powers – seasonings
  • Roast Ridge Coffee Roasters – coffee
  • Simply Sweet – cookies
  • Super Organics – coffee and tea
  • Zesty Bee – honey

This brings the total number of Amazon private label and exclusive food and grocery brands to over 35.

To track Amazon’s ongoing private brand efforts, subscribe to TJI Intel, our Amazon briefing service.

6 Amazon Exclusive Apparel Brands Launch (and 1 More Re-Launches) in the US

As we get closer to the holidays, we are seeing new Amazon Exclusive brands continue to launch.

Just two weeks ago, we saw 10 new Amazon Exclusive apparel brands launch before Black Friday, followed by the launch of 5 more just after Thanksgiving.

Now, we’re seeing 6 new Amazon Exclusive apparel and accessories brands that have just quietly launched. They are:

   

  • Lake Como Scarves – scarves
  • OTTO Leather – leather accessories
  • Retro Shoes – men’s shoes
  • Ruby Diva – women’s tops
  • The Knitwear Lab – men’s sweaters
  • Wild Hazel – women’s dresses and tops

In addition, another Amazon Exclusive brand that previously had launched in the US, but then shut down, has quietly re-launched in the US.

Red Wagon is an Amazon Exclusive children’s apparel brand that has also launched in the UK, where it carries a wide selection of hundreds of items. The Red Wagon brand disappeared from the US store in August, but has just come back with a few apparel items.

To track Amazon’s ongoing private brand efforts, subscribe to TJI Intel, our Amazon briefing service.

Equal Launches Sugarly Sweet, An Amazon Exclusive Artificial Sweetener Brand

Merisant, the maker of Equal artificial sweeteners, has quietly launched Sugarly Sweet, a new Amazon Exclusive sweetener brand, we have found.

Sugarly Sweet is the first Amazon Exclusive sweetener brand we have seen. It joins a growing number of other Amazon Exclusive “Our Brands” in the food and beverage grocery category.

So far, Sugarly Sweet has launched sweetener packet products with Aspartame, Stevia, Saccharan, and Sucralose. It has also launched granulated sweetener products with Stevia and Sucralose.

Like the owners of many other new Amazon Exclusive brands, Sugarly Sweet brand products just launched on Amazon with dozens of Vine reviews. Also like the owners of many other new Amazon Exclusive brands, Merisant has made no official announcements about the launch that we have seen.

Merisant was formerly a division of Monsanto and was acquired by investors in 2000. It is currently a privately held subsidiary of MacAndrews and Forbes, a large holding company owned by billionaire Ron Perelman.

We are now tracking over 30 Amazon private label and exclusive food brands in our TJI Amazon Brand Database.

5 New Amazon Exclusive Apparel Brands Launch; Amazon Brings Iris & Lilly to US

As we continue to track Amazon’s private label and exclusive brand efforts, we are seeing 5 new Amazon Exclusive apparel brands that have launched over the Black Friday weekend. This comes just after 10 new Amazon Exclusive apparel and accessories brands launched just before Black Friday.

The new brands are:

  • Blue Chill – men’s outerwear
  • Le Mou – women’s tops and dresses
  • Mou Meraki – wallets
  • Mountain Leads – men’s and women’s outerwear
  • Toes&Feet – socks

This brings the total number of Amazon Exclusive brands we are tracking to 247.

In addition, we are seeing that Amazon has launched its Iris & Lilly private label lingerie brand in the US. Amazon launched the brand last year in the UK & EU. Iris & Lilly is one of Amazon’s largest private label brands in Europe, with well over 700 items and growing. Only a couple dozen items have launched in the US thus far.

Amazon is bringing over products with just slight changes for the local US market. For example, this “Iris & Lilly Women’s Cotton Brazilian Knicker, Pack of 5” item in the UK has been renamed “Iris & Lilly Women’s Cotton Brazilian Panty, Pack of 5” in the US, but is otherwise unchanged. The US listing for the item notes, “European sizing – please refer to size chart for specific measurements to achieve the perfect fit.”

This international expansion of the Iris & Lilly brand follows similar geographical expansion of Amazon’s Find and Meraki private label brands into the US from Europe earlier this month.

We’ll continue to track the development of Amazon’s other private label and exclusive brands around the world.

10 New Amazon Exclusive Apparel Brands Launch Before Black Friday

We’re tracking Amazon’s private label and exclusive brand efforts closely here at TJI. In advance of Black Friday, 10 new Amazon Exclusive apparel and accessories brands have just launched, we have found.

The new brands are:

  • 5Oaks – men’s and women’s outerwear
  • Actloe – women’s swimwear
  • Birch Leathers – wallets and accessories
  • Bloom Muse – women’s swimwear
  • Jeff & Aimy – hats
  • Lounge Beck – t-shirts
  • Lynz Pure – men’s and women’s sweaters
  • Reesa Rae – women’s blazers
  • Stitch and Foley – women’s cardigans
  • Turnhier – men’s and women’s activewear

Apparel continues to be an area of substantial private brand interest and investment from Amazon. Amazon has launched several dozen private label apparel brands of its own, many in the last year.

As part of its Amazon Accelerator program to grow its portfolio of exclusive brands, Amazon is offering marketing services, such as special promotional placements in search results, to help give Amazon Exclusive brands a boost. Amazon Exclusive brands “receive a suite of marketing support executed by our Amazon merchandising team. Products with high ratings and reviews can receive additional placements across Amazon.com,” Amazon says.

We’re in the middle of the Black Friday Deals Week promotional event on Amazon.

Those interested in tracking Amazon’s continued efforts can subscribe to our TJI Intel research briefing service for ongoing updates.

20 Amazon Exclusive Brands Added to TJI Amazon Brand Database

We’ve added the following 20 Amazon Exclusive brands to the TJI Amazon Brand Database:

  1. Ah Goo Baby – baby accessories
  2. Artum Hill – furniture
  3. Backyard Champs – games
  4. Cashmere & Spun – socks and scarves
  5. Cashmere Feeling – home accessories
  6. CopperSport – compression products
  7. DCraft – bed frames
  8. DEDLift – nutritional supplements
  9. First Hill – furniture
  10. Native Star – women’s clothing
  11. Nuvein – medical compression socks
  12. Pineeron – automotive tools
  13. Rally and Roar – games
  14. Shapewell – women’s activewear
  15. SmartLife – balms and ointments
  16. Spatial Order – furniture
  17. Sterling – pet accessories
  18. The Briefery – men’s undergarments
  19. Vitarub – hemp rub
  20. Zonesum – home ceramics

For more information, see theTJI Amazon Brand Database or Subscribe.

Hooker Furniture Launches Two Amazon Exclusive Furniture Brands

Hooker Furniture, a 93-year-old furniture maker based in Virginia with $620 million in annual sales last year, appears to have quietly launched two Amazon Exclusive furniture brands, we have found.

The new brands are called Stylistics and Harris & Terry. Both are labeled by Amazon as “Our Brands,” and both trademarks are owned by Hooker Furniture Corporation. We have not found any official announcements about the new brands from Hooker itself. Hooker has sold furniture on Amazon under the Hooker brand for a few years.

Stylistics includes living room, kitchen / dining, and bedroom furniture. Some Stylistics items have launched with a couple of Vine reviews from various dates over the last few months, but many Stylistics items have no reviews.

Harris & Terry includes home office, living room, and accent furniture. No Harris & Terry items that we have found have any reviews yet, Vine or otherwise.

The launch of Stylistics and Harris & Terry marks the first time we have seen a large US furniture maker launch Amazon Exclusive home furniture brands. Just two weeks ago, Amazon launched its third private label furniture brand, Ravenna Home. Amazon also sells hundreds of furniture items under its Rivet and Stone & Beam private label brands.

Hooker’s launch of Amazon Exclusive furniture brands is another interesting example of a growing trend: an increasing number of brands and manufacturers are deciding to create Amazon Exclusive brands to take advantage of the opportunities that being an Amazon Exclusive brand offers in comparison to being a regular vendor or seller on Amazon.

Amazon continues to be focused on growing its private label and exclusive brand efforts as well. As part of its Amazon Accelerator program to grow its portfolio of exclusive brands, Amazon is offering marketing services, such as special promotional placements in search results, to help give Amazon Exclusive brands a boost.

Amazon Exclusive brands “receive a suite of marketing support executed by our Amazon merchandising team. Products with high ratings and reviews can receive additional placements across Amazon.com,” Amazon says.

It’s all part of Amazon’s larger private label strategy. By bringing on a large, experienced furniture maker like Hooker, Amazon is adding more exclusive supply in what it has demonstrated is a strategic retail category on its platform.

Amazon Expands its Solimo Private Label Brand Further into Grocery, Personal Care

Over the course of this year, Solimo has grown to become one of Amazon’s broadest private label brands. The Solimo brand now covers range of household goods, from toilet paper to dog food. It’s also a brand Amazon has been taking to its markets around the world.

In the US, Amazon is continuing to expand its Solimo brand in grocery and personal care categories.

For example, in the grocery category, Amazon has just launched Solimo spaghetti pasta and pancake syrup, adding to its lineup of Solimo grocery staples. In addition, it’s launched adult nutritional drink mix powder (a la Ensure).

At the same time, Amazon has launched new Solimo plant protein powder blends in the nutritional supplement category.

Meanwhile, in the personal care category, Amazon has launched Solimo therapeutic dandruff shampoo (a la Selsun Blue) in addition to mint dental flossers and exfoliating body wash.

Amazon now sells over 350 items under its Solimo brand in the US.

Amazon Launches Alkove, A New Private Label Furniture Brand for Europe

Just two weeks after Amazon launched its third private label furniture brand in the US — Ravenna Home — Amazon has quietly launched its first private label furniture brand in Europe, we have found.

Amazon’s newest furniture line is called Alkove. Thus far, Amazon has launched six modern Italian leather sofas under the brand ranging in price from £892.40 for the Alkove Ruby 2-Seater Sofa to £1,463.22 for the Alkove Montgomery 3-Seater Sofa. None have reviews yet. Several more are available for pre-order only at this time.

Alkove marks Amazon’s first private label furniture foray in Europe. Amazon has been selling two Amazon Exclusive furniture brands, Furniture 247 and INFINIKIT, for a while. Amazon has also been selling home goods under the Rivet and Stone & Beam brands in Europe for the past couple months, but Amazon has yet to launch furniture under those brands in Europe yet that we have seen.

Globally, furniture has been one of Amazon’s fastest growing private label categories this year. In addition to the launch of Ravenna Home, Amazon’s two largest private label furniture brands in the US, Rivet and Stone & Beam, have seen significant SKU growth this year, adding dozens of new items each week.

Amazon now sells almost 800 items under the Stone & Beam brand and almost 700 more under the Rivet brand. Both brands have more than tripled their SKU volume since the beginning of the year by our count.

In mid-August, Amazon’s new exclusive home decor brand “Now House by Jonathan Adler” launched as well.

In addition to its growing European private label efforts, Amazon is doing more physical retail experiments in Europe as well. Later this week, Amazon will open holiday pop-ups across several European capital cities, Milan, Paris, Madrid, Berlin, London, and Amsterdam. Amazon Fashion ran its first pop-up in London a few weeks ago as well.

Continue to follow TJI as we track Amazon’s growing private label efforts.