8 Amazon Exclusive “Our Brands” Added to TJI Amazon Brand Database

We’ve added 8 Amazon Exclusive “Our Brands” to the TJI Amazon Brand Database. The new brands we’re seeing are across furniture, health and personal care, furniture, electronics, and apparel.

The new brands are:

  1. Chicreat – furniture (UK)
  2. CityLife – men’s underwear (UK)
  3. Kexin – electronics accessories (UK)
  4. Kirikura – skin creams
  5. Tishavi – jewelry
  6. Venue – women’s activewear (UK)
  7. Viamod – women’s intimate apparel (UK)
  8. Vita Essentials – dietary supplements

To track Amazon’s ongoing private label and exclusive brand efforts, Subscribe to the TJI Amazon Briefing.

Amazon Launches Private Label Energy Drinks

As Amazon continues to expand its private label food and beverage efforts, it has for the first time launched private label energy drinks like those marketed by Monster, Red Bull, Rockstar, and others, we are seeing.

The new drinks are called Solimo Red Energy Drink and Solimo Silver Energy Drink. A pack of 24 16-oz cans is priced at $29.99 in both flavors. “If you like Monster Energy’s Zero Ultra, Sugar Free Energy Drink, we invite you to try Solimo,” the product detail page reads. (That Monster Energy drink is currently the #4 best selling grocery item on Amazon.)

Following our findings a few weeks ago that Amazon was launching private label milk, dairy, and coconut water products under its Happy Belly and Solimo brands, we have been observing signals that Amazon is planning to further invest in and expand its private label food and beverage offerings in the form of new job posts focused on these roles.

Amazon has been growing its private label food & beverage offerings under a portfolio of brands, including Happy Belly, Solimo, AmazonFresh, and Wickedly Prime. The selection offered within these brands has significantly increased over the last several months.

Amazon now sells “Our Brand” items under 130+ private label brands and 400+ Amazon Exclusive brands. For more on Amazon’s private label efforts, subscribe to the TJI Amazon Briefing and check out the TJI Amazon Brand Database.

6 Amazon Exclusive Brands Added to TJI Amazon Brand Database

We’ve added 6 Amazon Exclusive “Our Brands” to the TJI Amazon Brand Database. The new brands we’re seeing are across exercise equipment, office supplies, and apparel.

The new brands are:

  1. A Specific State (UK) – leather jackets
  2. Day 1 Fitness – exercise equipment
  3. Flexx Sports Nutrition – nutritional supplements
  4. Go-Tan – leather belts
  5. Smartomi (UK) – ink and toner
  6. Windtook (UK) – backpacks and daypacks

To track Amazon’s ongoing private label and exclusive brand efforts, Subscribe to the TJI Amazon Briefing.

Amazon Launches Zanie Kids, a New Private Label Baby Clothing Brand

As it continues to expand its portfolio of private label brands and product categories, Amazon has just launched a new private label baby clothing brand called Zanie Kids, we are seeing.

Currently, we are seeing 11 items for sale under the Zanie Kids brand, including pajamas, bodysuits, and dresses. Items range in price from $26 – $36.

While Zanie Kids product detail pages do not list “An Amazon Brand” like some other Amazon private label brands do, and Amazon has not made any announcements yet, Amazon is the owner of the Zanie Kids trademark, which was initially filed last fall.

Currently, Amazon sells baby clothing under two other of its private label brands: Moon and Back and Silly Apples. It also sells baby wipes under the Amazon Elements brand and a few baby items like wipes and diaper pail bags under its Mama Bear brand. A number of Amazon Exclusive brands also sell baby items.

Zanie Kids has been added to the TJI Amazon Brand Database.

 

Amazon Launches AmazonBasics Private Label Kids’ Play Furniture

Last December, we observed that Amazon had launched several AmazonBasics brand private label soft play toys for young children. However, shortly after our report, Amazon apparently removed those items from its website (though one of them later went back online). Since then, we haven’t seen much on the Amazon private label toy front.

However, today, we are seeing that Amazon has launched four new AmazonBasics brand private label wooden children’s play furniture items, similar to the style often used by Melissa & Doug. The items we are seeing are:

The items are all launching with several Vine reviews. Here’s what the AmazonBasics play table looks like:

For comparison, here’s Melissa & Doug’s play table (also available on Amazon):

While many toys are sold heavily 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 late 2018 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 Amazon 4-star retail stores as well.

J.Crew Launches “LOOK by crewcuts,” a New Amazon Exclusive Children’s Clothing Brand

J.Crew, which started selling its J.Crew Mercantile brand of clothing on Amazon just last fall before then saying it would discontinue the brand, has just launched a new Amazon Exclusive brand of children’s clothing.

The new brand is called “LOOK by crewcuts,” with LOOK being an acronym for “League Of Outstanding Kids.” “Amazon partnered with crewcuts to create a fun, affordable, everyday collection that kids will love,” product pages say. We’re seeing 34 items live as of now, with all items priced under $30.

LOOK by crewcuts has been added to the TJI Amazon Brand Database.

Not only is J.Crew not abandoning Amazon like some thought it might when it announced changes to its plans for the J.Crew Mercantile brand in November, it’s now launching a new brand on Amazon. J.Crew Mercantile and other J.Crew merchandise is also still available for sale on J.Crew’s Amazon store as of now.

7 Amazon Exclusive Brands Added to TJI Amazon Brand Database

We’ve added 7 Amazon Exclusive “Our Brands” to the TJI Amazon Brand Database. The new brands we’re seeing are across electronics, jewelry, and apparel.

The new brands are:

  1. Aria Jewels – jewelry
  2. DSmart – smart watches
  3. Fancy Stitch – women’s sweaters and tops
  4. Fingertip Ballet – women’s shoes
  5. MI Falcon – athletic apparel
  6. Seabone – aquatic shoes
  7. Varsdodo – women’s swimwear

To track Amazon’s ongoing private label and exclusive brand efforts, Subscribe to the TJI Amazon Briefing.

Amazon Launches Belei, A New Private Label Skincare Brand, in the US

Amazon has just launched a brand new line of moisturizers, cleaners, and skin treatments called Belei, we are seeing. It’s Amazon’s first dedicated private label skincare brand in the US.

Twelve Belei brand products are now live on Amazon.com in the US, including moisturizers, eye cream, cleansing wipes, masks, and spot treatments. Belei’s brand messaging is focused on simplicity and transparent ingredients. No products contain sulfates, parabens, or phthalates, and product detail pages contain full ingredient lists.

The Belei brand items we are seeing include:

  • Belei Bio-Complex Moisturizer for Dry Skin
  • Belei Blemish Control Spot Treatment
  • Belei Charcoal Balancing Mask
  • Belei Dark Spot Solution Serum
  • Belei Ferulic Acid + Vitamins C and E Serum
  • Belei Hydrating Hyaluronic Acid Serum
  • Belei Oil-Free Face Moisturizer
  • Belei Oil-Free Micellar Facial Cleansing Wipes
  • Belei Retinol Refining Moisturizer
  • Belei Triple-Peptide Eye Cream
  • Belei Vitamin C Moisturizer
  • Belei Vitamin C + Hyaluronic Acid Serum

Amazon has previously sold beauty and personal care items under its Solimo private label brand, as well as other Amazon Exclusive “Our Brands,” but Belei is the first Amazon US private label brand we have seen dedicated to beauty.

In January, Amazon started selling private label cosmetics in Europe under its Find brand.

The launch of Belei is Amazon’s latest move in its effort to grow its private label portfolio and selection. It’s the 138th private label brand from Amazon that we are tracking. In addition, Amazon has been growing its assortment within many of its private label brand substantially over the last year.

Amazon is promoting Belei products with advertisements in its beauty section and “25% off” coupons.

Brands like Olay, Estee Lauder, Chanel, Clinique, and Neutrogena, and retailers that rely heavily on beauty like Sephora, Nordstrom, Macy’s, and Neiman Marcus will likely be taking note of how Amazon steers the Belei brand.

We’ll continue to track Amazon’s private label efforts here at TJI.

5 Amazon Exclusive Brands Added to TJI Amazon Brand Database

We’ve added 5 Amazon Exclusive “Our Brands” to the TJI Amazon Brand Database. The new brands we’re seeing are across grocery, household goods, and apparel.

The new brands are:

  1. Alpine Naturals – chocolates
  2. Eliza’s Organics – popcorn
  3. Daily Essence – sanitizers
  4. Hifive Carny – casual children’s clothing
  5. Simple Natured – hemp oils

To track Amazon’s ongoing private label and exclusive brand efforts, Subscribe to the TJI Amazon Briefing.

Amazon Ramping Up Hiring for Private Label Food & Beverage Development

Following our findings a few weeks ago that Amazon was launching private label milk, dairy, and coconut water products under its Happy Belly and Solimo brands, we are now seeing signals that Amazon is planning to further invest in and expand its private label food and beverage offerings in the form of new job posts focused on these roles.

Here are the recently posted positions we are seeing:

  • Senior Category Manager, Consumables Private Label – “The Category Manager’s primary responsibilities will include: Evaluating the online and offline assortment for the Food & Beverages categories and determining the right assortment for us to build based on market trends and customer needs analysis…”
  • Sr. Product Marketing Manager, Private Label – “Key responsibilities will include: Build out channel strategies that maximize discoverability and conversion for Food and Beverage Private Brand products…”
  • Sr. Product Manager (Grocery, Household & Personal Goods) – “The US Food and Beverage Private Label team is looking for a customer-obsessed Sr. Product Manager to help drive one of the most exciting categories at Amazon.com. In this role, you will lead the product development efforts for a set of Food and Beverage Private Label products…”
  • Senior Program Manager – Private Brands, Consumables – “They will bring experience and knowledge of food, pet food and food supplements and non food categories to the commercial team and help steer & support private label sourcing and ranging decisions… Drive food, non-food and pet food products specification – including defining category tiering, brand values and definition of requirements… Experience in daily-use, high-repeat purchase product categories such as Grocery, Impulse, Biscuits, Snacks, Nuts, Fruits, Canned Goods, Baby Food, Tea, Coffee and Beverages.”

On a related note, Amazon brand meal kits were spotted in a physical Whole Foods in the wild this week (pictures here).  Generally speaking, we believe Amazon is going to be investing heavily in private label meal kits — as we highlighted in January when we found that Amazon was hiring for leaders to build out a “new perishable food platform.”

Amazon has been growing its private label food & beverage offerings under a portfolio of brands, including Happy Belly, Solimo, AmazonFresh, and Wickedly Prime. In the case of Happy Belly, its assortment has grown from just a couple dozen items last fall to many dozen today.

Amazon now sells “Our Brand” items under 130+ private label brands and 400+ Amazon Exclusive brands. For more on Amazon’s private label efforts, subscribe to the TJI Amazon Briefing and check out the TJI Amazon Brand Database.