Amazon Debuts – Amazon Elements

amazon Elements 1

Over the last few months the Seattle-based online leviathan Amazon has doubled down on its commitment to an ever-expanding portfolio of Private Brand products including the launch of the Fire Phone, Fire TV, Fire TV Stick, Elements and a updated Kindle. These join the electronics accessories mega-brand AmazonBasics, Pinzon kitchen gadgets, Strathwood outdoor furniture, Pike Street bath and home products, and Denali tools to create a impressive and multi-faceted portfolio of Private Brands.

amazon Elements logoAmazon today announced the launch of a much-anticipated new Private Brand, Amazon Elements. However despite the industry buzz the new brand has initially avoided food and focused on premium, everyday essentials with transparent origins. The retailer is also leveraging the new brand as a differentiator and offering it exclusively to Prime members. Who will have access to an unprecedented level of information – when and where items were made, why each ingredient was included, where the ingredients were sourced and much more – all at their fingertips from the time they start their shopping experience until the items arrive at their door.

amazon Elements 3“Our obsession with customers and drive to continuously innovate on their behalf has led us to create Amazon Elements. The two things customers told us they want are premium products that meet their high standards, and access to information so they can make informed decisions, Amazon Elements offers both,” said Sunny Jain, Consumables Vice President. “We’ve leveraged our strengths in technology to bring customers an unprecedented level of information about these products, all with just the click of a button. We’re excited to offer Amazon Prime members added selection, beginning with diapers and baby wipes.”

Transparent Origins
Each Amazon Elements product page has an unprecedented level of information ranging from where items were sourced to facts about why each ingredient was used to make the product. Plus, each Amazon Elements package has a unique code that can be scanned using the Amazon mobile shopping app to track its specific ingredients and their origins, its date and place of manufacture, date of delivery, ‘best by’ date and more.

Premium Products
amazon Elements 4Amazon Elements Diapers which are manufactured by the Canadian company Irving Personal Care are ultra-absorbent and have a breathable outer cover, advanced super-absorbent polymers, stretchable waist band and leg elastics for better fit, an umbilical notch on Newborn diapers, and a pocketed waist band in sizes newborn through 2. Beginning today, Amazon Elements Diapers are available in sizes newborn through six with overnights and training pants coming soon.

Amazon Elements 2Amazon Elements Baby Wipes which are being made by Nice-Pak Products are strong and get the job done without ripping. They are soft and mild to protect delicate skin and large to keep your whole hand clean. They come in sensitive, unscented and scented varieties and are available in convenient flip-top packaging and peel-and-seal refill packs.

Can a Grocery Private Brand be far behind?


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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.