Amazons Wickedly Prime, Wickedly Good?

This week food, travel and entertainment blog Thrillist published a thorough if opinionated look at Amazons private brand snack line Wickedly Prime. Check it out.

Amazon Has A Cheap New Snack Line, And Here’s How It Tastes

In yet another aggressive stab at world domination, Amazon has introduced a full line of non-offensive, basic snack-foods for all your masticating pleasures. For some reason, they’re dubbing the new venture “Wickedly Prime” — which, honestly, just makes me think of John Travolta’s brain fizzling on national TV. Nevertheless, the stuff is cheap as all heck, available to everyone who has Prime, and can even work for you on a subscription-basis — assuming your life is in a place where you know you’ll need masala butternut squash soup every 30 days, exactly. Must be nice.

But, like Amazon Prime’s original programming, some of the offerings are decidedly better than others: for every snacking equivalent of the transcendent Transparent, there’s a (not-so-great) culinary analog of Betas. Presented here is an uncompromising Amazon Prime snacks primer (ugh) separated into five categories: soup, chips, popcorn, nuts, and cookie spreads (we left Wickedly’s line of teas out because they are not snacks, sorry).

What a time to be alive and have a functional Prime account.

See all their picks.



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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.