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 brands.
450+ Private Label and Exclusive Brands
In the fourth quarter of 2018, Amazon introduced 7 new private label brands and over 150 new exclusive “Our Brands,” bringing the total number of Amazon brands we are tracking to over 450.
Some brands, like Solimo, are in use by Amazon globally. Others, like Alkove (one of Amazon’s furniture brands in the UK/EU) or Silly Apples (one of Amazon’s children’s clothing brands in the US) are only in use in one of Amazon’s country stores.
All told, we’ve identified 135 Amazon private label brands and 330+ Amazon exclusive brands from Amazon’s retail sites around the world as of today, for a total of 450+ private label and exclusive brands combined. That represents a much larger number than has previously been identified in any reports we’ve seen.
As a few examples, some Amazon private label brands that you may not have seen before include Movian, Alkove, Ravenna Home, Lifelong Complete, Revly, Eono Essentials, Filgate, Leather Architect, The Casual Grey, and Hem & Seam.
And the number is growing.
From Car Care to Cheese, Increasing Product Category Coverage
While Amazon’s brand portfolio is largest in clothing — there are over 180 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 40 food and grocery brands, 60 healthcare and beauty brands, and 20 household goods brands in the US alone. From Solimo razors to AmazonBasics cat hotels, from Rivet mattresses to Happy Belly cookies, 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.
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 Briefing, which covers the latest developments across Amazon’s brand portfolio.