L2 researchers have identified 41 private brands associated with Amazon, seven more than previously singled out by Morgan Stanley analysts. All of the brands are operating under trademarks filed by the office of intellectual property lawyer James F Struthers, whose name has been affiliated with previous Amazon trademark applications.

Apparel and Shoes
Brand Product
Rebel Canyon Athleisure
Goodsport Activewear
Peak Velocity Activewear
Core 10 Women’s Activewear
Trailside Supply Co. Men’s Outerwear
Crafted Collar Men’s Shirts
Buttoned Down Men’s Shirts
Goodthreads Men’s Shirts and Pants
Arabella Women’s Sleepwear
Franklin & Freeman Men’s Shoes
James & Erin Women’s Clothing
Lark & Ro Women’s Clothing
Mae Women’s Lingerie
North Eleven Women’s Scarves
Scout + Ro Children’s Clothing
Society New York Women’s Clothing
Franklin Tailored Men’s Clothing
Daily Ritual Women’s Clothing
206 Collective Men’s and Women’s Shoes
Peace Love Maxi Women’s Clothing
Paris Sunday Women’s Clothing
Velvet Rope Women’s Clothing
Essentialist Women’s Clothing
Coastal Blue Women’s Clothing
HALE Denim Jeans
Ella Moon Women’s Clothing
Emma Riley Children’s Clothing
find Women’s Clothing
Brand Product
Amazon Elements Baby Wipes and Supplements
Presto! Kitchen Cleaning and Bathroom
Mama Bear Baby Diapers and Laundry
Food & Beverages
Brand Product
Happy Belly Coffee, Spices, and Water Bottles
Wickedly Prime Snacks, Spreads, and Soup
Hardware Supplies
Brand Product
Small Parts Industrial Parts
Brand Product
AmazonBasics Electronics
NuPro Accessories
Brand Product
Rivet Furniture and Lighting
Stone & Beam Household Furniture
Strathwood Patio Furniture
Pinzon Bedding and Towels

Of these 41 brands, 29 operate in the apparel space, including major fashion categories such as denim, activewear, swimwear, and shoes. This push into private label fashion makes clear how important the category is becoming to the retailer. Rather than wait for popular name brands to distribute, Amazon is filling white space opportunities with its own private label offerings.

Many of Amazon’s private label offerings appear to have launched in the past few months, just in time to capitalize on the holiday shopping rush. Amazon is expected to capture as much as 50% of holiday e-commerce sales this year, according to SunTrust analysts.

Amazon is also bringing more transparency to its offerings by explicitly mentioning which brands are their own in search results.

Amazon products

Consumers don’t seem to mind, as Amazon’s private brands are gaining traction across all major categories.  Amazon Essentials accounts for 3% of Best Sellers across all clothing categories on the platform, beating out adidas, Nike, and Calvin Klein. Similarly, Amazon Elements currently accounts for 5% of diaper category Best Sellers, beating out Unilever’s Seventh Generation, and AmazonBasics is the leading brand in batteries, defying Duracell.

Amazon products

Some private brands that exhibit low share within their category still have one or two top-selling products. For example, Amazon’s CPG brand Presto! boasts top-50 products in the toilet paper and dish detergent categories, and grocery brand Happy Belly has a top-selling pack of water bottles.

Amazon products

While Amazon’s private brands have historically been most successful competing with low-priced basic merchandise, more recent contemporary offerings pose risk of greater competition for legacy name brands. Amazon’s activewear brand Peak Velocity sells a $79 hoodie that has a Best Seller rank of #38 in the Active Hoodies category, one of Nike’s strongest categories.

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