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.com,” 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.

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