The TJI Amazon Brand Report – June 2019 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 “Our Brands.”

 

   

Over 500 Amazon Exclusive “Our Brands”

In the first five months of 2019, Amazon introduced over 170 new exclusive “Our Brands,” bringing the total number of Amazon Exclusive brands we are tracking to over 500 for the first time.

While many of these brands are from smaller firms with a limited array of products, a few others are from larger companies with valuable existing brands that are experimenting with creating exclusive brands for the Amazon “Our Brands” ecosystem. For example, just recently, J.Crew launched “LOOK by crewcuts,” a new Amazon Exclusive children’s clothing brand, in April.

While these brands may co-exist and even compete with other brands from these same companies own, the Amazon Exclusive brands benefit from the marketing opportunities Amazon provides manufacturers and brand owners to incentivize their participation in the “Our Brands” program.

 

140 Amazon Private Label Brands

Thus far in 2019, Amazon introduced 5 new private label brands that we have identified, bringing the total number of Amazon private label brands we are tracking to 140.

While the total number of Amazon private label brands is not growing as quickly as it once was, Amazon is continuing to launch new products under its growing portfolio of global brands. For example, so far in 2019:

The breadth of Amazon private label products continues to grow, particularly amongst its category-agnostic global brands like AmazonBasics and Solimo.

 

650+ Amazon “Our Brands” Overall

All told, we’ve identified 140 Amazon private label brands and 510+ Amazon exclusive brands from Amazon’s retail sites around the world as of today, for a total of 650+ private label and exclusive brands combined. That represents a much larger number than has previously been identified in any reports we’ve seen. And the number is growing.

 

From Razors to Motor Oil, Increasing Product Category Coverage

While Amazon’s brand portfolio is largest in clothing — there are over 200 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 over 50 food and grocery brands, 80 healthcare and beauty brands, and 30 household goods brands in the US alone. From Solimo sunscreen to AmazonBasics microfiber linens, from Stone & Beam wall art to Happy Belly milk, Amazon’s thousands of private label and exclusive brand items cover a greater number of retail categories than you may think.

 

A Growing 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 interested in tracking Amazon’s private brand efforts on an ongoing basis, subscribe to TJI Amazon Briefing, which covers the latest developments at Amazon across industries.

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 electronics, apparel, and accessories.

The new brands are:

  1. Anlapus (UK) – home security cameras
  2. ÇA VA BIEN FASHION (UK) – women’s clothing
  3. FightStation (UK) – gaming PCs
  4. GH Dynamics – consumer electronics
  5. mPelle – leather bags
  6. MstrSktch – drawing pens and pencils
  7. Rustic Journal – leather journals
  8. Toyabi (UK) – toys

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

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

We’ve added 14 Amazon Exclusive “Our Brands” to the TJI Amazon Brand Database. The new brands we’re seeing are across apparel and pet products.

The new brands are:

  1. AthFit – athletic apparel
  2. August Sky – women’s tops
  3. Brass Tacks Leathercraft – leather belts
  4. Charmsy Silver – silver jewelry
  5. Envouge India – leather bags
  6. Feith & Felly – wallets and accessories
  7. Honest Paws – pet soaps and perfumes
  8. HugHome – slippers
  9. Indie Star – jewelry
  10. Liumilac – women’s dresses and skirts
  11. Ross & Freckle – men’s casual apparel
  12. Sloyan – women’s swimwear
  13. Turf Sox – socks
  14. Xixvon – men’s jeans

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

7 Amazon Exclusive “Our 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, sporting goods, first aid supplies, and more.

The new brands are:

  1. Bakibo (UK) – wireless electronics
  2. Clydek (UK) – electronics accessories
  3. CZON Sports (UK) – sporting goods
  4. FitPro (US/UK) – orthopedic braces
  5. SGIbedding (UK) – bedding
  6. Xihama (UK) – electronics accessories
  7. Xpress First Aid (UK) – first aid supplies

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

Amazon Planning to Launch Scarce, Influencer-Driven “The Drop” Collections

It’s been a couple of weeks since we noticed Amazon launching new items under its The Drop private label brand. Now, Amazon is formally introducing the brand, featuring limited edition lines designed by popular influencers from around the world.

Taking a cue from fashion retailers and brands like Supreme employing influencer + scarcity tactics, each The Drop collection is only live for 30 hours. Customers can now sign up to received SMS notifications when new collections go live.

And unlike most of its regular private label brands, Amazon is putting some marketing effort behind The Drop. It has created a branded Instagram account @amazonthedrop and plans to promote new launches there too.

“Kicking off ‘The Drop’ are Paola Alberdi (1M Instagram followers), Sierra Furtado (1.7M Instagram followers), Emi Suzuki (1M Instagram followers), Leonie Hanne (1.9M Instagram followers) and Patricia Bright (1M Instagram followers),” per Fashionista. There will also be a line of always-available items to pair with these time-sensitive deals, called “Staples by The Drop.”

No date has been announced for the launch. However, Amazon is offering a way for customers to nominate insta-celebs, for suppliers to request to participate, and for those with more than 1 million Instagram followers can apply to join the program. From the FAQ:

What is The Drop?

The Drop brings you of-the-moment collections designed by your favorite influencers from around the world. Once a collection drops you have 30 hours to shop — or less because fabrics are limited. Each piece is then made-on-demand, just for you. The limited-edition collections pair perfectly with Staples by The Drop, so you can shop each head-to-toe look.

Can I nominate an influencer?

We love suggestions. Let us know who you’d like to see design the next collection here.

I’m an influencer. How can I work with The Drop?

Great. Tell us more about yourself here.

I’m interested in working with The Drop as a supplier or manufacturer. Who can I talk to?

Exciting! Let’s get to know each other better. Answer a few questions here.

It’s an interesting move by Amazon to experiment with a new model that is gaining traction in other venues. This type of strategy could also help Amazon become more relevant to the fashion community. We’ll continue tracking The Drop to see how it goes.

6 Amazon Exclusive “Our 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 industrial supplies, prepper kits, shoes, and more.

The new brands are:

  1. 23.4 Degree – fabric softeners
  2. Danne Mora – denim jackets
  3. Engrepo – massagers
  4. Kincrea – industrial tools
  5. Prep Basics – disaster preparedness kits
  6. Urbane Shoes Co. – men’s leather shoes

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

Amazon Launches Private Label Energy Shots

A month after launching private label energy drinks, Amazon has just also launched private label energy shots like those marketed by 5-Hour Energy and related brands.

The new Solimo Energy Shots sell for $14.99 for a pack of 12 2-oz shots.

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.

Amazon Launching AmazonCommercial Brand of Private Label Business Supplies

As Amazon continues to expand its portfolio of private label brands and products — it has launched 140 private label brands globally to date, we count — we are seeing a new private label brand incorporating the “Amazon” name for the first time in a long while.

Based on multiple items that recently went live on Amazon.com, we believe Amazon is planning to launch a new line of private label commercial and industrial products under the AmazonCommercial private label brand.

While Amazon has been selling some professional products under its other private label brands for some time — such as its expanding AmazonBasics line of professional cleaning and janitorial supplies — this marks the first time Amazon has created a new product brand just for commercial and industrial supplies that we have seen.

The new AmazonCommercial items we are seeing are in the industrial lighting category. For example, this AmazonCommercial Linkable Motion Sensing LED Utility Shop Light with Bypass Switch is now listed for sale at $104.99 with shipping starting in a month. “Create a bright, efficiently lit work environment with the AmazonCommercial Linkable LED Utility Shop Light,” the product description reads. A number of similar AmazonCommercial lighting products are also now listed for sale on Amazon.com.

AmazonCommercial items are currently listed under AmazonBasics, despite having a different title. That could change, or AmazonCommercial could remain a sub-brand of the AmazonBasics brand, one of Amazon’s broadest private labels.

While AmazonCommercial is the first Amazon private label brand in the industrial supplies space, several other Amazon Exclusive “Our Brands” have launched in the category. These includes brands like Simply Floors, Simply Deliver, SupplyMaster, and more. A full list can be found within our TJI Amazon Brand Database.

Amazon continues to ramp up its B2B selling efforts. Amazon said last fall that its Amazon Business marketplace was on pace to do $10 billion in revenues in 2018. Amazon currently says it has 1 million worldwide Amazon Business customers and 150,000 Amazon Business sellers. Competing top commercial suppliers include Grainger, ULINE, and many more.

Amazon has worked hard in recent years to integrate Amazon Business into dozens of e-procurement/ERP purchasing systems in order to make it easier for customers to buy from Amazon as an approved vendor using existing purchasing tools. This effort could help Amazon continue to displace traditional wholesale distributors across verticals. Amazon says it has integrated with the following 75 purchasing systems as of today:

  • Adelpo
  • Aptafund
  • Aquiire-Vinimaya
  • Ariba
  • Ariett
  • Basware
  • Bellwether-BPM
  • Bellwether-ePMX
  • BirchStreet
  • Bookbyte
  • B-Pack
  • BuyerQuest
  • BuySpeed
  • Coupa
  • Direct Commerce
  • Elcom
  • Epicor
  • ePlus
  • EqualLevel
  • eRequester
  • Escape Technology
  • ESM Solutions
  • ExpenseWatch
  • Fourth
  • Hybrent
  • Infor Lawson
  • IOS Corp, Envi
  • iPayables
  • ISS – iPurchase
  • Ivalua
  • JAGGAER
  • Keysone Information Systems
  • LabCloud
  • Lab Fellows
  • Microix
  • MikroFax
  • Oncare
  • Online Purchasing System (OPS)
  • Oracle Fusion
  • Oracle iProcure
  • Oracle Supplier Network
  • Paramount Workplace
  • Payback
  • PeopleSoft
  • Point Systems
  • PowerSchool, BusinessPlus
  • PowerSchool, eFinancePlus
  • PowerSchool, eSchoolPlus
  • PowerSchool, Superion
  • Prendio
  • Proactis
  • Procurement Partners
  • Procurify
  • Prodigo Solutions
  • ReQlogic
  • SAP-Fiori
  • SAP-SRM
  • Simeno
  • Skyward
  • SMARTbyGEP
  • Sollod Technologies
  • Spectrum
  • SpendBoss
  • SpendBridge
  • SpendMap
  • Taulia
  • Transcepta
  • Tyler – Infinite Visions
  • Tyler – Munis
  • Unimarket
  • Verian (Basware)
  • VITG Global
  • Vroozi
  • Workday
  • Zycus

Just as Amazon’s B2C private label efforts are still relatively young compared to many other retailers, its B2B private label efforts are even younger.

Nevertheless, the launch of AmazonCommercial brand items shows Amazon intends to invest more in this direction. We’ll continue tracking its growth as Amazon’s efforts evolve.

Amazon Launches The Drop, a New Private Label Women’s Clothing Brand

As it continues to expand its portfolio of private label brands and product categories, Amazon has just launched a new private label women’s clothing brand called The Drop, we are seeing.

Currently 3 items are listed under The Drop brand:

Amazon describes these items as “wardrobe-essential,” “classic,” and “perfect for everyday wear.” Like many other (but not all) Amazon private label brands, the items are described as “An Amazon Brand” on their product detail pages.

Amazon sells a variety of women’s clothing lines under its portfolio of private label brands. The Drop has been added to the TJI Amazon Brand Database.

Amazon Launches Private Label Salsas, Oils, Vinegars, and Mustards

As Amazon continues to expand its private label food and beverage efforts, it has for the first time launched private label salsas, vinegars, and mustards, we are seeing.

Four salsa products have launched under the Solimo brand. They are:

In addition, four oils and vinegar products have launched under Amazon’s Happy Belly brand:

Finally, Amazon has also launched three mustard products under its Happy Belly brand as well:

Following our findings in recent weeks that Amazon was launching private label milk, dairy, energy drinks, 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.