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.

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