As one of the largest internet retailers and e-commerce platforms in a growing number of markets around the world, Amazon holds a unique position in an increasing number of retail product categories. Over the last decade, Amazon has introduced a number of private label and exclusive brands, and recently it has accelerated its efforts by bringing to market both many new brands and an increasing number of products offered under them.
But, while Amazon labels these brands in different ways in different places, there’s no singular comprehensive reference for manufacturers, brand owners, or retailers to find all of Amazon’s private label and exclusive brands in one place. That’s why we have created the TJI Amazon Brand Database — the independent global list of Amazon private label and exclusive “Our Brands.”
Over 500 Amazon Exclusive “Our Brands”
In the first five months of 2019, Amazon introduced over 170 new exclusive “Our Brands,” bringing the total number of Amazon Exclusive brands we are tracking to over 500 for the first time.
While many of these brands are from smaller firms with a limited array of products, a few others are from larger companies with valuable existing brands that are experimenting with creating exclusive brands for the Amazon “Our Brands” ecosystem. For example, just recently, J.Crew launched “LOOK by crewcuts,” a new Amazon Exclusive children’s clothing brand, in April.
While these brands may co-exist and even compete with other brands from these same companies own, the Amazon Exclusive brands benefit from the marketing opportunities Amazon provides manufacturers and brand owners to incentivize their participation in the “Our Brands” program.
140 Amazon Private Label Brands
Thus far in 2019, Amazon introduced 5 new private label brands that we have identified, bringing the total number of Amazon private label brands we are tracking to 140.
While the total number of Amazon private label brands is not growing as quickly as it once was, Amazon is continuing to launch new products under its growing portfolio of global brands. For example, so far in 2019:
- Amazon launched private label salsas, oils, vinegars, and mustards in April
- Amazon launched private label energy drinks in April
- Amazon launched private label toothbrushes in February
- Amazon launched private label milk & dairy products in February
- Amazon launched private label cosmetics in Europe in January
- Amazon expanded its selection of private label baby products in January
- Amazon launched private label 5-blade razors in January
The breadth of Amazon private label products continues to grow, particularly amongst its category-agnostic global brands like AmazonBasics and Solimo.
650+ Amazon “Our Brands” Overall
All told, we’ve identified 140 Amazon private label brands and 510+ Amazon exclusive brands from Amazon’s retail sites around the world as of today, for a total of 650+ private label and exclusive brands combined. That represents a much larger number than has previously been identified in any reports we’ve seen. And the number is growing.
From Razors to Motor Oil, Increasing Product Category Coverage
While Amazon’s brand portfolio is largest in clothing — there are over 200 private label and exclusive clothing, shoes, accessories brands in the US alone — Amazon brands run the gamut of consumer product categories.
For example, we count over 50 food and grocery brands, 80 healthcare and beauty brands, and 30 household goods brands in the US alone. From Solimo sunscreen to AmazonBasics microfiber linens, from Stone & Beam wall art to Happy Belly milk, Amazon’s thousands of private label and exclusive brand items cover a greater number of retail categories than you may think.
A Growing Global Footprint
While the greatest number of Amazon private label brands are marketed in the US, Amazon has made efforts to build its brand portfolio around the world as well.
For example, in the UK and EU, Amazon has many private label clothing brands that don’t exist in other Amazon markets. And in India, Amazon has a spectrum of private label and exclusive clothing brands ranging from the traditional to the modern.
We continue to find new brands on an ongoing basis, and we predict the number of brands is only going to grow.
The TJI Amazon Brand Database is a starting point for researchers and analysts to navigate the breadth and depth of Amazon’s private label and exclusive brands.
For professionals interested in tracking Amazon’s private brand efforts on an ongoing basis, subscribe to TJI Amazon Briefing, which covers the latest developments at Amazon across industries.