Amazon Hosts Holiday Pop Up And Private Brand is the Star

Amazon continues to find new ways to express its commitment to private brand. In an article this week by Forbes contributor Andria Cheng we learn that the retailer hosted a holiday preview popup store in NYC that featured more than a dozen of Amazons private brands including Echo, Wickedly Prime, AmazonFresh, Happy Belly, Presto! paper, Solimo, Wag, Stone & Beam, Rivet, Buttoned Down, Goodthreads, Core 10 and Daily Ritual.

Holiday Preview Shows How Serious Amazon Is About Its Private Label Business

In a recent holiday preview hosted by AMZN +0.53% in a two-story pop-up space in New York City, guests, served with such finger foods as bite-sized steak frites and parmesan puffs against many backgrounds designed to be Instagram-worthy, could walk through a mock-up kitchen, living room and other sections featuring things that the Seattle giant thinks consumers will want come the holiday season.

One big takeaway from the event, not surprisingly, is that the U.S. smart speaker adoption rate will likely hit another record this year; Amazon’s Alexa-enabled Echo line of smart speakers and Alexa-compatible smart home devices were prominently featured throughout. You could even learn to set up your own Alexa Skills Blueprint and have Alexa instruct your holiday house guests, for instance, on where they can find towels in your home.

The real surprise was the other Amazon private-label brands — well over a dozen of them — that were highlighted over national brands in many sections.

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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.