Amazon Sells $1.6m Worth of 365 Everyday Value

\"\"Online behemoth Amazon has sold upwards of $1.6 million of Whole Foods’ private brand products in the first month after its acquisition of the retailer.

According to a report from The Wall Street Journal, this is first e-commerce sales the site has delivered to Whole Foods.

Amazon completed $500,000 in online grocery sales in the first week after it started offering Whole Foods’ “365 Everyday Value” products, according to One Click Retail eCommerce data. Weekly sales fell to about $300,000 during the next two weeks after the site\’s inventory of Whole Foods private brand products ran low but rebounded in the fourth week.

Whole Foods’ 365 Everyday Value private brand products already had a loyal following among customers, with private brand products accounting for 15% of the retailer’s annual revenue.

19% of Whole Foods online private brand sales on Amazon were of snacks and candy, followed by frozen fruit and vegetables. Deli turkey breast and coconut water were the most popular individual items, while condiments and health and beauty items drew the least share of sales.

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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.