Online behemoth Amazon has quietly added a new product to its formerly stagnant private
brand, Amazon Elements. If you participated in our webinar last week “Invasion Amazon: The Rise of Private Brand at Amazon” you know that we predicted that Amazon would refocus on and grow the brand. For the last few years, the small brand has been little more than baby wipes, after pulling its diaper line from the label in 2015 due to quality issues. Now Elements is moving beyond baby products, having introduced vitamins and supplements. Launched on February 21st, 2017, this is the first addition to the Elements brand in years.

Although the new products are seemingly far removed from the baby products they clearly deliver on Amazon Elements overarching three-fold brand promise: premium products, transparent origins, exclusive to prime. The products currently include:

  • Amazon Elements Vitamin D2
  • Amazon Elements Turmeric Root Extract
  • Amazon Elements Calcium Complex
  • Amazon Elements Vitamin K2

Customers may use the Amazon mobile app to scan a “transparency” barcode on each item to learn about its origins and authenticity. Product descriptions include “does not contain allergens, artificial colors, and flavors, chemical preservatives, or gluten,” and states the product was made in a “Good Manufacturing Practices (GMP) facility in the USA.”
Amazon further states that the product is tested both by the supplement maker ( Arizona Nutritional Supplements) and ISO accredited third-party labs.


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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.