10 New Amazon Exclusive Apparel Brands Launch Before Black Friday

We’re tracking Amazon’s private label and exclusive brand efforts closely here at TJI. In advance of Black Friday, 10 new Amazon Exclusive apparel and accessories brands have just launched, we have found.

The new brands are:

  • 5Oaks – men’s and women’s outerwear
  • Actloe – women’s swimwear
  • Birch Leathers – wallets and accessories
  • Bloom Muse – women’s swimwear
  • Jeff & Aimy – hats
  • Lounge Beck – t-shirts
  • Lynz Pure – men’s and women’s sweaters
  • Reesa Rae – women’s blazers
  • Stitch and Foley – women’s cardigans
  • Turnhier – men’s and women’s activewear

Apparel continues to be an area of substantial private brand interest and investment from Amazon. Amazon has launched several dozen private label apparel brands of its own, many in the last year.

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.

We’re in the middle of the Black Friday Deals Week promotional event on Amazon.

Those interested in tracking Amazon’s continued efforts can subscribe to our TJI Briefing service for ongoing updates.

20 Amazon Exclusive Brands Added to TJI Amazon Brand Database

We’ve added the following 20 Amazon Exclusive brands to the TJI Amazon Brand Database:

  1. Ah Goo Baby – baby accessories
  2. Artum Hill – furniture
  3. Backyard Champs – games
  4. Cashmere & Spun – socks and scarves
  5. Cashmere Feeling – home accessories
  6. CopperSport – compression products
  7. DCraft – bed frames
  8. DEDLift – nutritional supplements
  9. First Hill – furniture
  10. Native Star – women’s clothing
  11. Nuvein – medical compression socks
  12. Pineeron – automotive tools
  13. Rally and Roar – games
  14. Shapewell – women’s activewear
  15. SmartLife – balms and ointments
  16. Spatial Order – furniture
  17. Sterling – pet accessories
  18. The Briefery – men’s undergarments
  19. Vitarub – hemp rub
  20. Zonesum – home ceramics

For more information, see theTJI Amazon Brand Database or Subscribe.

Hooker Furniture Launches Two Amazon Exclusive Furniture Brands

Hooker Furniture, a 93-year-old furniture maker based in Virginia with $620 million in annual sales last year, appears to have quietly launched two Amazon Exclusive furniture brands, we have found.

The new brands are called Stylistics and Harris & Terry. Both are labeled by Amazon as “Our Brands,” and both trademarks are owned by Hooker Furniture Corporation. We have not found any official announcements about the new brands from Hooker itself. Hooker has sold furniture on Amazon under the Hooker brand for a few years.

Stylistics includes living room, kitchen / dining, and bedroom furniture. Some Stylistics items have launched with a couple of Vine reviews from various dates over the last few months, but many Stylistics items have no reviews.

Harris & Terry includes home office, living room, and accent furniture. No Harris & Terry items that we have found have any reviews yet, Vine or otherwise.

The launch of Stylistics and Harris & Terry marks the first time we have seen a large US furniture maker launch Amazon Exclusive home furniture brands. Just two weeks ago, Amazon launched its third private label furniture brand, Ravenna Home. Amazon also sells hundreds of furniture items under its Rivet and Stone & Beam private label brands.

Hooker’s launch of Amazon Exclusive furniture brands is another interesting example of a growing trend: an increasing number of brands and manufacturers are deciding to create Amazon Exclusive brands to take advantage of the opportunities that being an Amazon Exclusive brand offers in comparison to being a regular vendor or seller on Amazon.

Amazon continues to be focused on growing its private label and exclusive brand efforts as well. 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.

It’s all part of Amazon’s larger private label strategy. By bringing on a large, experienced furniture maker like Hooker, Amazon is adding more exclusive supply in what it has demonstrated is a strategic retail category on its platform.

Amazon Expands its Solimo Private Label Brand Further into Grocery, Personal Care

Over the course of this year, Solimo has grown to become one of Amazon’s broadest private label brands. The Solimo brand now covers range of household goods, from toilet paper to dog food. It’s also a brand Amazon has been taking to its markets around the world.

In the US, Amazon is continuing to expand its Solimo brand in grocery and personal care categories.

For example, in the grocery category, Amazon has just launched Solimo spaghetti pasta and pancake syrup, adding to its lineup of Solimo grocery staples. In addition, it’s launched adult nutritional drink mix powder (a la Ensure).

At the same time, Amazon has launched new Solimo plant protein powder blends in the nutritional supplement category.

Meanwhile, in the personal care category, Amazon has launched Solimo therapeutic dandruff shampoo (a la Selsun Blue) in addition to mint dental flossers and exfoliating body wash.

Amazon now sells over 350 items under its Solimo brand in the US.

Amazon Launches Alkove, A New Private Label Furniture Brand for Europe

Just two weeks after Amazon launched its third private label furniture brand in the US — Ravenna Home — Amazon has quietly launched its first private label furniture brand in Europe, we have found.

Amazon’s newest furniture line is called Alkove. Thus far, Amazon has launched six modern Italian leather sofas under the brand ranging in price from £892.40 for the Alkove Ruby 2-Seater Sofa to £1,463.22 for the Alkove Montgomery 3-Seater Sofa. None have reviews yet. Several more are available for pre-order only at this time.

Alkove marks Amazon’s first private label furniture foray in Europe. Amazon has been selling two Amazon Exclusive furniture brands, Furniture 247 and INFINIKIT, for a while. Amazon has also been selling home goods under the Rivet and Stone & Beam brands in Europe for the past couple months, but Amazon has yet to launch furniture under those brands in Europe yet that we have seen.

Globally, furniture has been one of Amazon’s fastest growing private label categories this year. In addition to the launch of Ravenna Home, Amazon’s two largest private label furniture brands in the US, Rivet and Stone & Beam, have seen significant SKU growth this year, adding dozens of new items each week.

Amazon now sells almost 800 items under the Stone & Beam brand and almost 700 more under the Rivet brand. Both brands have more than tripled their SKU volume since the beginning of the year by our count.

In mid-August, Amazon’s new exclusive home decor brand “Now House by Jonathan Adler” launched as well.

In addition to its growing European private label efforts, Amazon is doing more physical retail experiments in Europe as well. Later this week, Amazon will open holiday pop-ups across several European capital cities, Milan, Paris, Madrid, Berlin, London, and Amsterdam. Amazon Fashion ran its first pop-up in London a few weeks ago as well.

Continue to follow TJI as we track Amazon’s growing private label efforts.

Amazon Launches Lifelong Complete, A New Private Label Pet Food Brand for Europe

In addition to launching a new private label furniture brand in Europe, Amazon has also just quietly launched its first private label pet food brand for Europe as well. The new brand is called Lifelong Complete.

Amazon has launched six cat food products and two dog food products thus far under the Lifelong Complete brand. Each has launched with a number of Vine reviews.

In addition, Solimo pet food has launched in the UK as well in several flavors.

Amazon has been investing in expanding its private label and exclusive brand pet product lineup in the US in recent months. Solimo private label pet food just launched in the US in September. Amazon launched its Wag brand of private label dog food in the US earlier this year.

The US pet food market alone was estimated to be about $29 billion in 2017, according to the American Pet Products Association. PetSmart acquired Chewy.com this past April for $3.35 billion in the largest e-commerce acquisition ever. Amazon likely sees both a need and an opportunity here to build preference for its private label and exclusive brands and drive long term loyalty.

Pet food also represents an opportunity for Amazon to grow its advertising revenues. Amazon’s Pet Supplies hub page now features a mix of Amazon private label, Amazon exclusive, and third party brands. Brands paying for sponsored listings with the Pet Supplies hub include IAMS, Purina ONE, Rachel Ray, Natural Balance, and many more. On a general search like dog food on Amazon’s US store, current top brand advertisers include HIll’s Science Diet, Purina Pro Plan, Purina ONE SmartBlend, and Rachel Ray Nutrish.

In addition to its growing European private label efforts, Amazon is doing more physical retail experiments in Europe as well. Later this week, Amazon will open holiday pop-ups across several European capital cities, Milan, Paris, Madrid, Berlin, London, and Amsterdam. Amazon Fashion ran its first pop-up in London a few weeks ago as well.

Continue to follow TJI as we track Amazon’s growing private label efforts.

Serta Simmons Launches “Nod by Tuft & Needle,” An Amazon Exclusive Mattress Brand

T&N, which earlier this year merged with traditional mattress giant Serta Simmons, has just launched an Amazon Exclusive mattress brand called Nod by Tuft & Needle today.

The move comes just weeks after Amazon launched its own AmazonBasics private label foam mattress, and then followed that up by launching a second, higher end private label mattress under its Rivet brand just two weeks ago.

The first Nod product line is a set of foam mattresses priced between Amazon’s AmazonBasics and Rivet private label foam mattresses. Prices range from $275 for the twin to $495 for the king.

Nod is the second Amazon Exclusive mattress brand to launch in the past two weeks. In late October, Innocor launched its Revel brand of Amazon Exclusive mattresses as well. Innocor also makes foam used in Amazon’s Rivet mattress.

Given Amazon’s distribution power and the opportunities it is offering through its Our Brands program, we’re seeing more and more manufacturers creating Amazon Exclusive brands. It feels like we’re very much in the “rush into the greenfield” phase, with four new mattress brands being launched in the last month alone.

Amazon Launches Its Find and Meraki Private Label Apparel Brands in the US

Over the last year we’ve been tracking the expansion of Amazon’s private label efforts around the world. While many brands remain specific to local country markets, Amazon has taken a handful of its private label brands global. For instance, Amazon has launched its Solimo, Happy Belly, Mama Bear, Presto!, and AmazonBasics brands not just in the US, but also in Europe and Asia.

While we’ve seen brands that started in the US expand internationally, we’re now seeing two Amazon private label brands that first launched in the UK and Europe quietly expand to the US for the first time: Find and Meraki. Amazon has not made any announcements regarding the move, but Amazon is now selling products under both brands in the US, we have found.

Since its launch in September 2017, Find has become one of Amazon’s biggest private label brands in Europe, now with well over 1,000 items, including about 900 in women’s fashion, 400 in men’s apparel, and 250 in shoes and accessories. The Find brand covers a variety of styles and price points, but is generally positioned more on the value end of the spectrum.

Meraki launched in May 2018 and offers about 125 “wardrobe essential” products from jumpers to shorts for men and women. The product line is heavy on neutral colors. The most expensive item currently is this £62.00 men’s blazer.

As Find and Meraki expand to the US, they’re entering a more crowded Amazon private label market. While we’ve identified 7 Amazon private label apparel brands in the UK and Europe, we are tracking 96 Amazon private label apparel brands in the US across a wide variety of products and styles. (Now, make that 98.)

With just a few products launched in the US thus far, it’s too early to tell what Amazon’s plans for Find and Meraki are exactly yet. Amazon has brought some Meraki products over apparently unchanged and is calling the brand “A European Brand” on its US product pages. By contrast, Amazon’s Find products in the US do not match products for sale in Europe that we can tell and are not described as “A European Brand” on product detail pages.

Big picture, we foresee Amazon continuing to expand its private label selection as a way to increase customer loyalty and eventually improve margins. We’ll continue tracking the development of Find, Meraki, and Amazon’s other private label and exclusive brands around the world.

Banana Kingdom (Not Republic), a New Amazon Exclusive Brand, Launches

Banana Kingdom, a new Amazon Exclusive children’s apparel brand, has launched, we have found.

Currently, 18 items are for sale under the Banana Kingdom brand, ranging from hoodies to dresses. Somewhat unusually, a few of the initial Vine reviews being posted for Banana Kingdom products are 1 to 3 stars. Usually, we see initial Vine reviews in the 4 to 5 star range.

In addition, it’s the first time that we’ve seen an official Amazon Exclusive brand launch with a name that could be considered “reminiscent” of a well-known existing fashion brand.

Banana Republic launched in 1978 and is now owned by Gap, Inc. Banana Kingdom follows the “Banana [form of government]” pattern. We do not know Gap’s view on whether it believes the brands are too similar or not. If Gap felt the brands were too similar, it would be interesting to see how Amazon handled that. We would assume Amazon feels comfortable with the Banana Kingdom brand, or else it would not have launched it under its “Our Brands” private brands program.

Unlike most Amazon Exclusive brands, we have not yet been able to identify the owner of the Banana Kingdom brand. No trademark records exist for the brand that we can find. If you know who the owner is and would like to share that with us, our contact information is here.

For now, we’ll continue to track Banana Kingdom, as we do all Amazon private label and exclusive brands.

Aurohealth Launches Primary Health, An Amazon-Exclusive OTC Pharmaceuticals Brand

Aurohealth, a maker of generic store brand pharmaceuticals, has quietly launched a new Amazon Exclusive OTC pharmaceuticals brand called Primary Health, we have found. It’s the latest in a series of new health care brands to be created exclusively for Amazon as the company seeks to further expand its pharmaceutical efforts.

Aurohealth is a division of Hyderabad-based Aurobindo Pharma, which reported revenues of USD $2.6 billion last year.

Primary Health becomes the fourth Amazon Exclusive OTC medicines brand we have found, joining Basic Care (Perrigo), SoundHealth (Bestco), and Wellness Basics (PL Developments). Last week, a new Amazon Exclusive brand of home blood monitors called Choice launched. Just a few weeks ago, Amazon closed its acquisition of online pharmacy Pillpack, for which it said it paid $753 million net of cash. Amazon is also ramping up its B2B healthcare sales efforts, which it says is seeing “rocket ship” growth.

We are seeing 4 Primary Health products that have launched thus far:

  1. Primary Health Maximum Strength Mucus Relief DM (guaifenesin and dextromethorphan tablets, generic version of Maximum Strength Mucinex DM)
  2. Primary Health Mucus Relief DM (guaifenesin and dextromethorphan tablets, generic version of Mucinex DM)
  3. Primary Health Acid Reducer (esomeprazole magnesium capsules, generic version of Nexium 24 HR)
  4. Primary Health Acid Reducer (omeprazole magnesium tablets, generic version of Prilosec OTC)

These have all launched with Vine reviews rating the products 4 to 4.5 stars.

Given Amazon’s rapidly expanding healthcare efforts, there is much speculation about where the company might go next.

Amazon has formed a Boston-based health care “non-profit-seeking” joint venture with Berkshire Hathaway and JP Morgan and hired a CEO, surgeon and public health leader Atul Gawande. Gawande has yet to announce more details on the initiative’s direction or strategy, other than that he wants it to, “Take some of the middlemen out of the system.”

Amazon is in the process of rolling out Amazon Go automated grocery and convenience stores in urban areas. Were Amazon to start using those stores to distribute pharmaceutical products, it could affect current leading retail pharmacies like CVS, Walgreens, Walmart, grocery pharmacies, and others. (Aurohealth also appears to make products for CVS, as some CVS brand products share customer service phone numbers with Primary Health brand products.)

Amazon has also begun the process of applying to sell health and life insurance in India. It is also rumored to be exploring the insurance markets in the USUK, and other countries as well. While Amazon does not offer consumer insurance directly as of now, it has consumer data that could theoretically help it to assess risk and lower fraud rates.

As for Primary Health, we would generally expect Aurohealth and Amazon to roll out additional products over the coming weeks and months. We have reached out to Aurohealth for comment about the company’s plans for its Primary Health brand and will update this if we receive a response. Aurohealth shares an address with AuroMedics Pharma, which is listed as the owner of the Primary Health trademark filing.

Like other Amazon Exclusive brands, Primary Health products are now being promoted in Amazon search results as “Top Rated from Our Brands”. As part of its Amazon Accelerator program to grow its portfolio of private brands, Amazon is offering marketing services like these promotional placements 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.