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 says.

GNC Launches 2nd Amazon Exclusive Brand, “Informed Nutrition by GNC”

One month ago, GNC, one of the largest retailers of vitamins, supplements, and other health and nutrition products, quietly launched a new Amazon Exclusive brand called CHALLENGE by GNC.

GNC has not made any announcements about the new strategy or launch of the new brand that we have seen. However, today we are observing the launch of a second Amazon Exclusive brand called Informed Nutrition by GNC.

We are seeing 3 Informed Nutrition by GNC products that have launched thus far:

  1. Informed Nutrition by GNC Women’s Smartsource Multivitamin
  2. Informed Nutrition by GNC Women’s Smartsource 50-Plus Multivitamin
  3. Informed Nutrition by GNC Concentrated Fish Oil

These are all launching with Vine reviews rating the products 4 to 4.5 stars. We would generally expect GNC and Amazon to roll out additional products under the brand over the coming weeks and months.

GNC, which has seen declining revenues over the past two years from $2.68 billion in 2015 to $2.45 billion in 2017, operates over 8,000 stores around the world and over 3,000 in the United States. Amidst changing retail trends, GNC announced earlier this year that it intended to close approximately 200 stores in 2018.

Nevertheless, GNC is looking to discover if going the Amazon Exclusive route offers a growth opportunity. If GNC launching one Amazon Exclusive brand was an example, then two may not be a trend yet, but it’s heading in that direction.

We expect to see more of these kinds of moves in the coming months, as Amazon is looking to increase the volume of exclusive brands on its platform. As part of its Amazon Accelerator program to grow its portfolio of private brands, Amazon is offering marketing services such as 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 says.

Amazon offers private label vitamins under its Amazon Elements, Solimo, and Revly brands, and private label nutritional supplements under its OWN PWR and Solimo brands. In addition, it sells vitamins and supplements under several Amazon Exclusive brands.

Amazon Launches AmazonBasics Brand Private Label Kitchen and Bath Hardware

Amazon’s private label efforts in the kitchen and bathroom are expanding. Amazon, which already sells four brands of private label toilet paper, has launched a new line of AmazonBasics brand private label faucet hardware.

Items in the new AmazonBasics kitchen and bath hardware collection are all priced below $100. For example:

Expert installation through Amazon Home Services is also available for $103.39 per unit.

Kitchen and bath hardware is a hotly contested space on Amazon. Moen, Delta, Kohler, Kraus, and American Standard are some of the largest brands with substantial review volume. Beyond those give are a bevy of lesser-known brands fighting for sales, including Wewe, Kingo, Premier, Ufaucet, Friho, Valisy, Vapsint, Parlos, BWE, and more.

In other words, it’s an area ripe for Amazon to introduce private label products.

We’re curious to see whether Amazon takes further steps to move upmarket in kitchen and bath hardware into the realm of products created by higher end brands that are traditionally sold through contractors and interior designers. That is likely a while off, but as Amazon has shown with its recently-launched Now House by Jonathan Adler brand of furniture, it has some proclivity to create brands that meet the sensibilities of customers beyond the value end of the market.

Adenna Launches SimplySafe, A New Amazon Exclusive B2B Health & Safety Products Brand

Adenna, a California-based producer of hand protection and healthcare products for businesses, has launched SimplySafe, a new Amazon Exclusive brand.

Currently, the brand has one product listed for sale on Amazon: disposable gloves. The gloves have received about a dozen Vine reviews for launch. Given that Adenna makes a variety of related work protection products, we would not be surprised to see additional products come online in the coming weeks and months under the SimplySafe brand.

SimplySafe marks the fourth B2B Amazon Exclusive brand to launch to date. Simply Deliver, Simply Floors, and SupplyMaster have also recently launched to serve Amazon Business customers. (Note: we do not believe Adenna is affiliated with the owners of the Simply Deliver or Simply Floors brands, or the SimpliSafe home security brand.)

The SimplySafe gloves are showing up in Amazon’s “Top Rated from Our Brands” promotional module on search results for “disposable gloves” on, alongside gloves from SupplyMaster (which is an Amazon Exclusive brand from AMMEX).

Amazon is investing in the growth of its professional supply business, particularly healthcare. The company is hiring healthcare B2B sales leaders based out of its Boston office.

Amazon recently said Amazon Business has reached a $10 billion annual run rate. Industrial suppliers like Grainger, Kimberly-Clark, Ansell, and ULINE that provide related products are sure to take note of Amazon’s growing private brand efforts.

Dr.Doody, An Amazon Exclusive Toilet Spray Brand, Launches

As Amazon ramps up its Accelerator program to bring on an increasing number of Amazon Exclusive brands, we’re going to see an increasing variety of private brand products launching.

Today, we’re seeing the launch of Dr.Doody, a new Amazon Exclusive brand of “freshening toilet spray” from Perry Group International out of Los Angeles.

Leading brands in the toilet spray category on include Poo-Pourri, Squatty Potty, Mask, Air Wick, Flushie, Puracy, and Purell. Poo-Pourri and Refresh are top sponsors on organic searches currently.

We’ve seen several Amazon private brands launch in the household cleaning products area. Follow TJI as we continue to track Amazon’s rapidly evolving private brand efforts.

Colavita Launches Santa Ninfa, An Amazon Exclusive Pasta, Oil, & Vinegar Brand

As Amazon continues to ramp up its private label and exclusive brand efforts, it is partnering with companies new and old to expand its offerings. In this case, Colavita, founded in Italy in 1938, has launched a new line of pastas, oils, and vinegars under the Amazon Exclusive brand Santa Ninfa.

It’s the first Amazon Exclusive pasta brand we’ve seen. Currently, Amazon also offers private label pastas under its Whole Foods 365 Everyday Value brand.

Colavita also sells pastas under the Colavita brand on Amazon.

Barilla currently dominates organic search results for pasta on, along with De Cecco, Giusto Sapore, Garofalo, and many others. As Amazon continues to grow its grocery selection, we’d expect to see more brands in the future.


Carrington Tea Launches Gus and Joan, An Amazon Exclusive Brand

Carrington Tea, a New Jersey-based specialty tea producer founded by David Eben and Brad Miller in 1999, has launched Gus and Joan Quality Foods, an Amazon Exclusive brand. Currently, Gus and Joan is offering several flavors of bagged tea.

It’s the first Amazon Exclusive tea brand we’ve seen. Currently, Amazon also offers private label teas under its Solimo, Wickedly Prime, 365 Everyday Value, and Allegro brands.

Searching for “green tea” on Amazon yields a sponsored brand ad unit at top from Pure Leaf, followed by Amazon’s “Our Brands” carousel. Gus and Joan brand tea is featured inside. Following the carousel are organic search results from Liptop, Ito En Oi Ocha, Jade Leaf, Prince of Peace, Bigelow, and Stash.

We’ll keep an eye on Gus and Joan to see if Carrington launches additional products under the brand.

For now, we’ve added the Amazon Exclusive Gus and Joan to the TJI Amazon Brand Database.