SimpliNET, a New Amazon “Our Brand” Home Mesh Wifi Router, Launches

As Amazon’s “Our Brand” efforts continue to expand into new categories, we’re seeing a new Amazon Exclusive home mesh wifi router system live on the site now called SimpliNET.

SimpliNET routers will broadly compete with those from Eero, Google WiFi, Netgear, Ubiquiti, Linksys, AmpliFi, TP-Link, and others.

The SimpliNET system can be purchased in 3 different packages:

  • Whole Home Mesh WiFi System: This 3-piece set with one Mesh WiFi Router and two Mesh WiFi Range Extenders includes everything you need for covering larger homes of up to 3000–5000 square feet.
  • Mesh WiFi Router: Great for smaller homes, apartments, or condos, the single Mesh WiFi Router provides up to 1500–2000 square feet of coverage when centrally placed.
  • Mesh WiFi Range Extender: When you need to stretch your WiFi signal, you can add one or multiple WiFi Range Extenders to the Mesh WiFi Router, widening coverage up to an additional 1500–2000 square feet when strategically placed).

The router is priced at $89, while individual extenders are priced at $79.

SimpliNET is one of the first Amazon Exclusive “Our Brands” we’ve seen in the US home electronics category. Tenten, another Amazon “Our Brand,” recently launched with a pair of smart plug products. iMW is an Amazon “Our Brand” gaming accessories brand. Last fall, Walmart launched an exclusive brand of home wifi routers called Jetstream.

Based on trademark records, SimpliNET is owned by IoT Defense, Inc. of Falls Church, Virginia, which also makes home firewall products under the RATtrap brand.

On the whole, Amazon continues to ramp up its private label and exclusive brand selection across retail categories.  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 says.

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