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.

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

We’ve added 24 Amazon Exclusive “Our Brands” to the TJI Amazon Brand Database. The new brands we’re seeing are across electronics, home goods, pet goods, and industrial supplies.

The new brands are:

  1. Asencia – LED light bulbs
  2. Asimom – Bluetooth speakers
  3. Ayclif – household goods (UK)
  4. Berter – braces and socks
  5. Best Earth Naturals – dietary supplements
  6. Ergove – pet food supplements
  7. Fulighture – LED light bulbs (UK)
  8. GloRiastar – bathroom mirrors
  9. Halo by Darby Angell – kitchenware
  10. Inspired Essentials – pet food storage and accessories
  11. Kundu – outdoor pools
  12. Marare – headphones
  13. Meidong – speakers
  14. Merryfeel – linens and towels
  15. Mighty Rock – speakers
  16. Movsou – headphones
  17. Multiform – dietary supplements
  18. Plants for Pets – air plants and succulents
  19. Portage Bay – ceiling fans
  20. Pro Focus – sporting goods
  21. Smart Fido – pet food supplements
  22. SMPL – phone accessories
  23. SuperHandy – industrial appliances
  24. Szsago – Bluetooth speakers

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

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.