Amazon Prepares Dramatic Private Brand Expansion

Amazon Elements coffeeTo no ones surprise (except the Wall Street Journal) Amazon is preparing to dramatically expand its news Private Brand Amazon Elements with an anticipated array of traditional grocery products such as milk, cereal, and baby food as well as cleaning cleaners products.

The retailer, which currently sells baby wipes under the Amazon Elements brand, filed a trademark application for more than two dozen categories under its Amazon Elements brand, including coffee, water, vitamins, dog food and razors. In January, Amazon pulled its Elements diapers after customers criticized the product.


Goods and ServicesIC 005. US 006 018 044 046 051 052. G & S: Baby food, baby diapers, dietary supplements, food supplements, vitamin supplements,vitaminsIC 008. US 023 028 044. G & S: RazorsIC 011. US 013 021 023 031 034. G & S: Household cleaners

IC 029. US 046. G & S: Soups, milk, dried fruits, pre-packaged dinners, salty snack foods

IC 030. US 046. G & S: Coffee, cereals, cereal bars, tea, cookies, chocolate, pasta, rice, flour

IC 031. US 001 046. G & S: Pet food

IC 032. US 045 046 048. G & S: Fruit beverages, fruit juice, energy drinks, water beverages

IC 035. US 100 101 102. G & S: Online retail store services; providing an on-line commercial information directory; providing consumer-product information via the Internet or other computer or communications networks; providing an online searchable database in the field of consumer goods

Standard Characters Claimed
Serial Number86618467
Filing DateMay 4, 2015
Current Basis1B;44D
Original Filing Basis1B;44D
Owner(APPLICANT) Amazon Technologies, Inc. CORPORATION NEVADA Attn: Trademarks 410 Terry Ave N Seattle WASHINGTON 98109
Priority DateNovember 5, 2014
Live/Dead IndicatorLIVE
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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.