Internet 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.
Mama 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?”
- Wickedly Prime will feature snack foods.
- Presto! Will include household products such as laundry detergent
The 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.