Private Brand Emerges At Amazon.

This article from the Wall Street Journal on the expansion of Private Brand at Amazon is a great look at the evolving Private Brand program.

ChoppingBlockAt Amazon, Designs of Its Own

Amazon.com Inc. is quietly expanding its private-label business in a bid to diversify away from its online bookstore roots and become more like a general retailer.

The latest sign: The Seattle-based e-commerce giant — known for high-tech innovations like one-click checkout and the Kindle e-reader — last month received a U.S. design patent for a wooden chopping block.

The $24.99 Pinzon bamboo cutting board is being sold as part of a line of Amazon’s own kitchen products on its Web site. It features two surfaces, one flat and the other curved. A curved blade, designed for chopping herbs, is stored inside the block.

In June Amazon launched a new collection of private-label kitchen utensils, designed by Seattle Chef Tom Douglas and sold under his name.

Amazon won’t disclose any other patent applications, but says it is always evaluating opportunities to patent the designs it develops for private-label products.

Read the entire article.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.