Amazon Plans Private Brand Blitz

AmazonThe mainstream press is slowly coming to terms with the evolution of private brand and its impending growth at e-commerce behemoth Amazon. According to all signs ranging from job posting to old fashioned gossip Amazon will dramatically grow its private brand portfolio with the addition of several new brands which will include a collection of food and household items like: nuts, spices, coffee, diapers, laundry detergent, and baby food. It’s reported that this roll out will take place in the next few weeks and will initially be available only to Amazon Prime members.

Amazon - Mama bearSources told The Wall Street Journal about some of the new brands:

  • Happy Belly would include food products such as nuts, trail mix, tea and cooking oil.
  • Wickedly Prime will feature snack foods.
  • Mama Bear will include: baby products like diapers, baby food jars, gentle detergent, and other related items would be carried under the line. We wrote about the impending launch of this brand in February of this year “Is Amazon Preparing to Launch a New Private Brand?”
  • Presto! Will include household products such as laundry detergent

The new brands join a roust and growing Amazon Private Brand portfolio. Their portfolio should set the standard for Private Brand portfolio management to bricks and mortar retailers around the world. They have built a robust set of brand assets that each has its own business role and customer target ranging from their dominant destination brand Amazon Kindle, to traditional private label plays like Amazon Basics and Elements. Not to mention forays into fashion, tools and home décor like Pinzon, Denali, Franklin & Freeman, Franklin Tailored, James & Erin, Lark & Ro, North Eleven, Scout + Ro, and Society New York.



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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.