Amazon Jumps Into Private Brand Pet With WAG

This week Amazon continued the rapid expansion of its private brand portfolio with the launch of the pet-focused private brand Wag, named after Wag.com, which Amazon acquired when it bought out Quidsi in 2011. Wag.com now redirects to Wag page on Amazon. Amazon shut down Quidsi, the parent company of sites like Diapers.com and Soap.com, after it failed to reach profitability in the summer of 2017.

Amazon continues to leverage its private brands as strategic differentiators and Wag is no exception. The brand is only available only to Amazon Prime subscribers.

The brand debuts with a variety of dry dog food including chicken, beef, salmon, lamb, and turkey. The brand comes in puppy or adult formula and is sold in five-, 15-, and 30-pound bags. The retailer is expected to rapidly extend the brand into other pet foods and supplies.

The Amazon website describes the products:

In Wag Dry Dog Food Beef & Lentil Recipe with Wild Boar, real beef comes first because that’s what dogs need to thrive. Protein helps keep your dog at his bounding best. Our recipes are formulated with the help of veterinarians to provide your dog with the optimal blend of protein and fat, without adding any grains. Each serving contains 35% protein to help keep your canine co-pilot active and strong. High-quality ingredients are blended in the USA for quality control and each batch is tested to ensure it meets our high standards.

REAL BEEF IS THE #1 INGREDIENT
Real meat comes first in our recipe because that’s what dogs need to thrive. Protein helps keep your dog at his bounding best.

NO ADDED GRAIN
Our recipes are formulated with the help of veterinarians to provide your dog with the optimal blend of protein and fat, without adding any grains.

POWERED BY PROTEIN
Each serving contains 35% protein to help keep your canine co-pilot active and strong.

HIGH-QUALITY INGREDIENTS
High-quality ingredients are blended in the USA for quality control and each batch is tested to ensure it meets our high standards.

 

 

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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.