Private Brand Takes Center Stage On Amazon’s Prime Day

amazonAmazon’s inaugural Prime Day in 2015 was created to celebrate the company’s 20th birthday and led to the rapid growth of Prime subscribers. Today, Monday, July 10, Amazon is offering deals for thirty hours on more than 100,000 products on its sites around the world.

To keep Prime Day important to consumers, Amazon is giving people a reason to shop—and that’s by offering more deals, better deals, and higher stock of the best deals. And most interestingly for this site, they are also a large number of private brand items and featuring their brands in prominent heavily weighted slots on my Prime Day landing page. 37.5% of the blocks featured Amazon private brand products including Wickedly Prime, Happy Belly, Amazon Elements, Amazon Basics, Amazon Kindle, Amazon Echo, Amazon Alexa, Amazon Dash and Pinzon just to name a few.

This is Amazon demonstrating the strategic importance of their own brands on their most important day of the year.

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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.