Amazon Debuts OTC Basic Care Brand

Late last year Seattle based online giant Amazon introduced an exclusive brand of over-the-counter health products called Basic Care. The brand is a registered trademark of the world’s largest manufacturer of store-brand over-the-counter medicines Perrigo who has been selling its OTC products on Amazon for years under its Good Sense brand. The new brand includes 60 products ranging from ibuprofen to hair regrowth treatment.

According to the brand page on the Amazon website:

Basic Care medicines are anything but basic. In fact, they are basically everything you expect from name brands – except the branding.

Basic Care medicine, available exclusively on Amazon, is manufactured under the U.S. Food and Drug Administration’s (FDA) oversight, with the strictest quality assurance standards.

Everyone should have their basic health care needs met, without having to pay extras like expensive marketing. Basic Care: it’s transparent. It’s authentic. And, it’s basic. In a good way.

If history is any indicator of where this will go the move sounds remarkably similar to the agreement between Perrigo and Walmart which created Equate.

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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.