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.

Innocor Launches Revel, A New Amazon Exclusive Mattress/Topper/Pillow Brand

Innocor, the foam maker who makes LURAcor foam included in Amazon’s Rivet Foam Mattress which we discovered on Friday, has also launched its own new Amazon Exclusive mattress, topper, and pillow brand called Revel.

The Revel Hybrid Cool Mattress ranges in price from $299 for a twin to $469 for a king. It’s a 3-layer, “12” hypoallergenic memory foam mattress with 3″ Revel All Climate Cooling Gel top layer, 2″ Revel LiftTex Alternative Latex foam with airflow channels, and 7″ long-lasting DuraBase foam.”

Revel has also launched a set of mattress toppers ranging in price from $89 to $179 and pillows ranging from $32 to $54. Vine reviews for the new Revel products have been coming in over the last many weeks.

Innocor both builds consumer brands through its Innocor Comfort/Sleep Innovations division and serves commercial customers through its Innocor Foam Technologies division. For example, the Amazon Rivet mattress uses products delivered by IFT.

The Revel mattress marks the third “Our Brand” mattress for sale on Amazon. Amazon has previously launched AmazonBasics and Rivet private label foam mattresses. The Revel is the first Amazon Exclusive mattress brand that we have seen. Amazon has launched over 120 private label brands to date.

As always, stay tuned to TJI for the latest as we continue to track Amazon’s private label and exclusive brand efforts.

Amazon Launches New Private Label Furniture Brand, Ravenna Home

Over the last year, Amazon has made major moves into the private label furniture market, with the rapid growth and expansion of its Rivet and Stone & Beam brands.

Today, Amazon’s private label furniture offensive takes another big step forward with the launch of Amazon’s third private label furniture brand: Ravenna Home.

Whereas Rivet focuses on mid-century modern styles and Stone & Beam offers a variety of “casual comfort” furniture across price rangers, Ravenna Home is positioned as “classic style made simple” and “great value.” For example, the seven sofas available at launch range in price from $799 to $849.

The new brand is launching with 60 items as of today. Many items included in the launch have received a handful of Vine reviews (i.e. from Amazon users who signed up to receive free products and post reviews about them).

In what continues to be a challenge to traditional furniture retailers, Amazon is offering free shipping and free returns within 30 days of delivery on Ravenna Home as it does all Amazon furniture brands.

“We are excited to expand our selection of private label furniture with the launch of Ravenna Home, our newest line of timeless everyday furniture offered at a great value. Ravenna Home makes it easier than ever for customers to furnish their homes hassle-free—without breaking the bank—with a range of beautiful sofas, chairs, coffee tables, lighting and much more to choose from. Customers shopping Ravenna Home receive free shipping and returns on all products within 30 days of delivery, and orders can arrive on their doorsteps in as little as two days from purchase,” an Amazon spokesperson tells us.

Just 10 days ago, Amazon’s new exclusive home decor brand “Now House by Jonathan Adler” launched.

Follow TJI as we continue to track all of Amazon’s private label efforts.

Amazon Launches Rivet Foam Mattress, Its Second Private Label Mattress-in-a-Box

Four weeks ago today, we discovered that Amazon had launched its first AmazonBasics private label foam mattress. It was the first time Amazon had extended its private label offerings into the hotly contested mattress market.

Now, we are seeing that Amazon has just launched its second private label brand foam mattresses.  The new Rivet Memory Foam Mattress is now live on Amazon in full, queen, and king sizes.

Rivet brand foam mattresses are being positioned upmarket from the AmazonBasics brand foam mattresses. Rivet prices range from $449 (Full) to $624.99 (King).  By contrast, the AmazonBasics foam mattress sells for $169.99 (Full) to $349.99 (12-inch King). Overall, the Rivet mattress is priced at about twice the AmazonBasics mattress.

Amazon has incorporated Celliant mineral blends and LURAcor foam into the Rivet mattress. Customers can return the mattress for a full refund within 100 nights.

The Rivet brand mattresses are launching with 21 Vine reviews as of today. (Vine is an Amazon program in which customers are provided items for free in exchange for posting reviews for items they receive.)

Top selling foam mattresses on Amazon include items from Zinus, Linenspa, Modway, Tuft & Needle, and LUCID.

Amazon’s expanding mattress efforts will surely catch the attention of US mattress giants, DNVB mattress brands, and mattress retailers. Amazon has launched over 120 private label brands to date.

Entrenched mattress industry leaders like Tempur Sealy and Serta Simmons have offered brands like Tempur-Pedic, Stearns & Foster, Serta and Beautyrest for a long time. Over recent years, startups like Casper, Tuft & Needle, Purple, Leesa, Nectar, Helix, and Saatva have gone direct to consumer online (though some are starting to build out a retail presence as well). In August, Serta Simmons agreed to merge with T&N. Sealy has also launched its own direct to consumer brand called Cocoon.

Amazon’s expansion into the market could add pressure to both manufacturers as well as large US mattress retailers like Mattress Warehouse, Ashley Homestore, Haverty’s, Ikea, Rooms To Go, and others. Earlier this month, Mattress Firm filed for bankruptcy.

The AmazonBasics mattress is priced substantially lower than comparable products from other brands, and so far, it’s received an average review of 4 stars. We’ll be keeping an eye on reviews of the Rivet mattress over the coming days and weeks to see how much customers are satisfied.

As always, stay tuned to TJI for the latest as we continue to track Amazon’s private label efforts.