Sears Expands Kenmore on Amazon

Sears Holding company’s official blog SHC Speaks published a post earlier this week from Kenmore, Craftsman and DieHard president Tom Park. In the post Park reveals more details about the expansion of Kenmore and Amazon’s”first and only” dedicated brand page.

Check it out.

Kenmore Brand Page on is Live!

August 14, 2017 by Tom Park

Earlier this month, we announced a strategic agreement with Amazon to offer Kenmore branded products on, marking the start of an exclusive relationship between America’s most trusted home appliance brand and the most powerful online retailer.

This past week, we launched 61 new Kenmore products on Amazon, – Amazon’s first and only dedicated brand page for home appliances – where customers can easily access and browse the Kenmore products sold on These products join the variety of Kenmore Smart room air conditioners, integrated with Alexa, we introduced for purchase on earlier this summer.

This rollout of additional Kenmore products – including refrigerators, ranges, washers, dryers and more – began in Orange County, Calif., and will expand to all of Southern California by early September. Following this initial rollout, the full assortment of Kenmore products will be available on Amazon for the Chicago area by late September, then regionally until we have reached nationwide coverage.

The Amazon Kenmore page now features a broad assortment of Kenmore home appliances, with Sears Home Services offering extended product protection plans and Innovel Solutions – Sears’ best-in-class logistics provider – guaranteeing white-glove service for delivery and installation for Kenmore major appliances sold on In this way, the sale of each Kenmore appliance benefits Sears Holdings across multiple businesses, creating a major growth opportunity for our company.

For customers who want to see and interact with the appliances in person, the full line of Kenmore products will always be available at our Sears stores where our talented home appliance experts are ready to provide assistance.

This is a key milestone on Kenmore’s journey with Amazon, and we look forward to updating you on our progress.

Tom Park is president of the KCD Brands division at Sears Holdings.

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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.