Amazon Jumps into Private Brand Motor Oil


Amazon continues to expand its private brand into new categories. The latest example the introduction of Amazon Basics Synthetic Motor Oil. Private Brand oil is nothing new everyone from Walmart to Family dollar has it on their shelves. However, the move seems to be disrupting category and impacting the stock market with shares of Valvoline Inc. down 4.2% in premarket trading on Friday, September 14, after J.P. Morgan turned bearish on the engine maintenance products company, citing concerns over competition from Inc.

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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.