Amazon - mamabear5Internet retail giant Amazon launched its latest foray into private brand last week with the introduction of products from two new brands Happy Belly and Mamma Bear each of which will only be available to Amazon Prime members.

Amazon - mamabear6Happy Belly currently includes whole-bean and ground coffee, it is expected to grow to include other food products such as nuts, trail mix, tea and cooking oil.

Amazon Happy Belly 1Mama Bear currently includes jarred baby food, it is expected to expand include other baby products like diapers, gentle detergent, and other related items. We wrote about the impending launch of this brand in February of this year “Is Amazon Preparing to Launch a New Private Brand?”

Amazon - mamabearlogoAmazon is expected to add two additional private brands in the coming weeks:

  • Wickedly Prime will feature snack foods.
  • Presto! Will include household products such as laundry detergent

Happy Belly HeroThe two new brands join Amazon’s extensive and complex private brand portfolio that comprises 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.

Amazon’s decision to jump into private brand groceries comes as it ups its online grocery business, AmazonFresh. Amazon recently expanded AmazonFresh to Boston, making it it’s ninth US market.

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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.