Is Amazon Preparing to Launch a New Private Brand?

Amazon - Mama bearIt has been more than a year since Amazon introduced and quickly pulled their private brand Amazon Elements diapers off the market sue to quality and performance issues. Now, according to a report from Re/code, a tech news, reviews and analysis site, Amazon is asking some of its customers if they’d buy a new brand (Amazon Private Brand) of diapers.

Several weeks ago, Amazon emailed a select group of customers, a market research survey evaluating “the look and design of packaging of products that will possibly be sold on Amazon.” In it, Amazon asked questions about a new diaper brand called Mama Bear, as well as the design of it’s packaging.

The Web address that hosted the survey included the name “Amazon Elements,” it asked whether the brand design shown was “appropriate for diapers” and whether the brand appeared to “nurturing,” “trustworthy” and “a high quality product.” It went on to ask questions about purchase intent, including statements about reasonable pricing.

It remains to be seen whether this market research will lead to a new private brand at Amazon, however it seems apparent that it is another piece in the puzzle that proves the retailers continuing commitment to growing private brand and creating differentiation.

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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.