Amazon Launches Private Label Milk & Dairy Products Under Happy Belly Brand

Continuing its expansion into private label beverages, Amazon has just launched its first non-Whole-Foods private label brand milk and dairy products.

The new items we are seeing appear to have just been quietly released under the Happy Belly brand, and are currently available only via AmazonFresh. The four milk items are all lactose free.

The new Happy Belly milk and dairy items are:

  • Happy Belly Lactose Free 1% Low Fat Milk
  • Happy Belly Lactose Free 2% Reduced Fat Milk
  • Happy Belly Lactose Free Whole Milk
  • Happy Belly Lactose Free Fat Free Milk
  • Happy Belly Half & Half
  • Happy Belly Heavy Whipping Cream, 16 Ounces
  • Happy Belly Dairy Whipped Topping, 6.5 Ounces
  • Happy Belly Dairy Whipped Topping, 13 Ounces

In terms of competitive positioning, Amazon says the following on product description pages:

  • “If you like Lactaid, we invite you to try Happy Belly”
  • “If you like Reddi Wip, we invite you to try Happy Belly”
  • “If you like Darigold half & half, we invite you to try Happy Belly”
  • “If you like Darigold whipping cream, we invite you to try Happy Belly”

This is not Amazon’s first private label dairy foray in the US. Back in October, we found that Amazon launched 24 varieties of private label cheese under its Happy Belly brand as well. However, it is the first time we’ve seen Amazon-owned brand milk launch aside from its Whole Foods private brands.

Amazon markets its Happy Belly brand in North America, Europe, and Asia. It has launched a number of beverage products under the brand in Japan in particular, including waters, teas, sports drinks, and “vitamin jellies.” We would not be surprised to see Amazon expand further into those categories in the US this year.

We’ll continue tracking Amazon’s private label efforts in food and beverage around the world here at TJI.

Amazon Launches Solimo Brand Private Label Coconut Water

Continuing its private label expansion in the beverage category, Amazon has launched a new coconut water product under its Solimo brand.

Solimo Coconut Water currently sells for $24.99 for a 24-pack of 11.2 oz cartons. It’s listed as the #1 New Release in coconut water, per Amazon.

The top selling coconut water brands on Amazon currently are Vita Coco, Bai, Zico (owned by Coca-Cola), Naked, Taste Nirvana, O.N.E. (owned by PepsiCo), C2O, Harmless Harvest, Pure Inventions, Laird, and Amy & Brian. Those coconut waters range in price from $0.08/oz to $0.18/oz. Solimo Coconut Water comes in on the lower end of that range at $0.09/oz.

Most market size estimates we see put the US coconut water market at about $2 billion per year.

Amazon has been expanding the Solimo brand into more beverage categories lately. It also recently launched Solimo drink mixes in lemonade and fruit flavors, in addition to Ensure-style Solimo nutritional shakes. (“If you like Ensure, we invite you to try Solimo,” the product description reads.)

Amazon has also been expanding its now well established Solimo brand coffee and tea selection.

In addition to Amazon’s private label brands, we have been tracking a growing number of Amazon Exclusive “Our Brands” beverage brands, such as recent additions like Amizle (tea), Fevo Italia (coffee), and Pomona (juices).

10 Amazon Exclusive Brands Added to TJI Amazon Brand Database

We’ve added 10 Amazon Exclusive “Our Brands” to the TJI Amazon Brand Database. The new brands we’re seeing are across grocery, beauty and personal care, household hardware, and jewelry.

The new brands are:

  1. Amizle – tea
  2. Florapy Beauty – sheet masks
  3. GenOne Laboratories – dietary supplements
  4. Grandma’s Choice – flavored liquid extracts
  5. Level Mount – wall mounts
  6. Moccoa – sinks
  7. PetOde – clothes folders
  8. Pretty Pixy – women’s scarves and kimonos
  9. Samaira Jewelry – jewelry
  10. Simple Suds Co. – soaps and cleansers

For more information, see theTJI Amazon Brand Database or Subscribe to the TJI Briefing.

HealthWise and EverOne, Two More Healthcare-Related Amazon Exclusive “Our Brands,” Launch

As we continue to track Amazon’s healthcare efforts, we are seeing two new healthcare-related Amazon Exclusive “Our Brands” now live on Amazon.com.

The first is Healthwise, which currently only lists one product for sale, the HealthWise Maximum Strength Pain Relief 4% Lidocaine Patch. We are not totally clear on who is making this Healthwise brand as there are multiple other Healthwise brands out there – one possibility is this Healthwise that makes dietary supplements, but we’re not yet sure.

The second is EverOne, which is currently selling this first aid EverOne Instant Cold Pack, in addition to several nitrile gloves. The item is launching with several Vine reviews. Based on trademark records, EverOne appears to be produced by Brooklyn-based EverReady First Aid, a maker of first aid kids for industrial, commercial, residential, and military use.

 

Healthwise joins other OTC medicine Amazon “Our Brands” including Basic Care (Perrigo), SoundHealth (Bestco), Wellness Basics (PL Developments), and Primary Health (Aurohealth), whose launch we identified in November. EverOne joins SimplySafe and SupplyMaster as Amazon Exclusive brands selling nitrile gloves under Amazon’s “Our Brands” program.

Both Healthwise and EverOne have been added to the TJI Amazon Brand Database. For more, subscribe to the TJI Briefing.

10 Amazon Exclusive Brands Added to TJI Amazon Brand Database

We’ve added 10 Amazon Exclusive “Our Brands” to the TJI Amazon Brand Database. The new brands we’re seeing are across home exercise equipment, OTC medicine and first aid, apparel, and grocery.

The new brands are:

  1. Circuit Fitness – exercise equipment
  2. EverOne – first aid products
  3. Fevo Italia – coffee
  4. Genuine Assembly – men’s casual clothing
  5. Groomist – pet care
  6. HealthWise – OTC pharmaceuticals
  7. Mavour Couture – women’s activewear
  8. Remarkable Gift Co. – food gift baskets
  9. South Bay Chocolate Co. – chocolate
  10. Thya – olive oil

For more information, see theTJI Amazon Brand Database or Subscribe to the TJI Briefing.

Amazon Launches Private Label Medical Scrubs, Gets Into Work Uniforms

Amazon’s private label clothing efforts are well-known, but to date they’ve been focused on consumer products. Now, we’re seeing what we believe is Amazon’s first foray into private label occupational uniforms with the release of a new line of Amazon Essentials brand medical scrubs.

The items we’re seeing that Amazon has quietly launched are:

Each item is available in around 15 color variations. The women’s versions are both near the top of the list in Amazon’s New Releases in Women’s Uniforms, Work & Safety list.

Medical scrubs are about a $10 billion industry in the US. Chatsworth, CA-based Strategic Partners owns 40% of the market, according to a 2017 Bloomberg report. Strategic Partners’ Cherokee and Dickies brand medical apparel are some of the best selling work clothing items on Amazon. Strategic Partners also owns and operates Scrubs Magazine.

Los Angeles-based Figs became the first DTC brand to sell scrubs directly to consumers a few years ago, and reportedly saw $100 in revenues last year.

Several B2B Amazon Exclusive “Our Brands” have also launched recently offering various industrial products, including SimplySafe and SupplyMaster, which offer nitrile and other disposable gloves for exams, food preparation, and other occupational purposes.

Big picture, Amazon says its B2B healthcare supplies business is experiencing “rocket ship” growth. We would only expect this to continue. For more on Amazon’s healthcare efforts, see the TJI Amazon Healthcare Overview.

Stay tuned to TJI as Amazon continues to ramp up its private label and exclusive brand selection across categories. Check out the TJI Amazon Brand Database, and track Amazon’s efforts on an ongoing basis by subscribing to the TJI Briefing.

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

We’ve added 20 Amazon Exclusive “Our Brands” to the TJI Amazon Brand Database. The new brands we’re seeing are across electronics, apparel, health and beauty, and household goods.

The new brands are:

  1. Amavère – lotions and creams (UK/EU)
  2. BSN Medical – compression socks (UK/EU)
  3. Bugatti – men’s shoes (UK/EU)
  4. Byron Statics – electronic turntables (US)
  5. Convy – tools (US)
  6. Cotton Too – cotton products (US)
  7. EHILA’ – wipes (UK/EU)
  8. Emerge – phone accessories (US)
  9. IBL Plus – women’s athletic wear (US)
  10. Join – personal care products (UK/EU)
  11. KeepinGreen – chargers (US)
  12. Layla’s Celebrity – women’s intimate apparel (US)
  13. Petaste – pet toys (US)
  14. Philip Kent – men’s dress pants (US)
  15. Phoenix Home – furniture (US)
  16. Poecent – sports and outdoors gear (US)
  17. so lvly – creams (US)
  18. Summer Palms – inflatable toys (US)
  19. Talkworks – chargers and accessories (US)
  20. Xaed – athletic wear (UK/EU)

For more information, see theTJI Amazon Brand Database or Subscribe to the TJI Briefing.

Amazon Launches Private Label Cosmetics in Europe

As Amazon continues to build out its private label product lines, it has quietly launched a new line of private label beauty and cosmetics products in Europe under its Find brand.

Find is one of Amazon’s biggest private label brands in its UK and EU stores. The Find brand has primarily been focused on apparel, shoes, and accessories to date.

This is the first time we’ve seen Amazon launch cosmetics products under one of its own private label brands. Amazon does offer cosmetics in the US under several exclusive “Our Brands” including FocusOn, Beauty America, Beauty Rules, and CBN.

We’re seeing 17 products under the Find brand currently, including lip bundles, nail care bundles, eye shadow, and more.

Amazon has also launched a line of makeup brushes and related items under its Eono private label brand. We’re seeing 9 of these Eono beauty items currently.

Stay tuned to TJI as Amazon continues to ramp up its private label and exclusive brand selection across retail categories. Check out the TJI Amazon Brand Database, and track Amazon’s efforts on an ongoing basis by subscribing to TJI.

SimpliNET, a New Amazon “Our Brand” Home Mesh Wifi Router, Launches

As Amazon’s “Our Brand” efforts continue to expand into new categories, we’re seeing a new Amazon Exclusive home mesh wifi router system live on the site now called SimpliNET.

SimpliNET routers will broadly compete with those from Eero, Google WiFi, Netgear, Ubiquiti, Linksys, AmpliFi, TP-Link, and others.

The SimpliNET system can be purchased in 3 different packages:

  • Whole Home Mesh WiFi System: This 3-piece set with one Mesh WiFi Router and two Mesh WiFi Range Extenders includes everything you need for covering larger homes of up to 3000–5000 square feet.
  • Mesh WiFi Router: Great for smaller homes, apartments, or condos, the single Mesh WiFi Router provides up to 1500–2000 square feet of coverage when centrally placed.
  • Mesh WiFi Range Extender: When you need to stretch your WiFi signal, you can add one or multiple WiFi Range Extenders to the Mesh WiFi Router, widening coverage up to an additional 1500–2000 square feet when strategically placed).

The router is priced at $89, while individual extenders are priced at $79.

SimpliNET is one of the first Amazon Exclusive “Our Brands” we’ve seen in the US home electronics category. Tenten, another Amazon “Our Brand,” recently launched with a pair of smart plug products. iMW is an Amazon “Our Brand” gaming accessories brand. Last fall, Walmart launched an exclusive brand of home wifi routers called Jetstream.

Based on trademark records, SimpliNET is owned by IoT Defense, Inc. of Falls Church, Virginia, which also makes home firewall products under the RATtrap brand.

On the whole, Amazon continues to ramp up its private label and exclusive brand selection across retail categories.  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.

Amazon Launches Truity, a New Private Label “Professional Yoga” Brand

As Amazon continues its private label expansion in 2019, it has quietly launched a new private label athletic apparel brand called Truity, we believe.

Amazon has not made any official announcements about the brand yet, but ten Truity-brand items are now listed for sale on Amazon and labeled as “Our Brand.” Some of the items just launched have Vine reviews dated in mid-January. Amazon has also applied for a trademark on “Truity” in clothing.

Amazon is positioning the brand as “a professional yoga brand that focuses on sports equipment and yoga pants for over 10 years.” We’re a little unsure about the “for over 10 years” part, but one Truity product page shows an image of gear with a “Zoano” logo on it. The Zoano brand appears to be made by Xiamen, China-based Zuona Sports Co Ltd, which features yoga and athletic gear on its website. So perhaps Zuona Sports is creating a product line for Amazon’s Truity brand based on some of its Zoano gear? We can’t be sure, but that appears to possibly be the case.

Truity is not Amazon’s first yoga gear label. Amazon has launched yoga pants and athletic apparel under a number of its other private label brands, including Core 10, Mint Lilac, 7Goals, and others. Truity items appear to be comparably priced to other Amazon private label yoga apparel, if not slightly less, and generally much less than other yoga brands like Lululemon, Athleta, Zella, Zobha, Gaiam, Nike, Under Armour, and others.

We’ve added Truity to the TJI Amazon Brand Database. To track Amazon’s efforts on an ongoing basis, subscribe to the TJI Briefing.