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|
|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|
|Franklin & Freeman||Men’s Shoes|
|James & Erin||Women’s Clothing|
|Lark & Ro||Women’s Clothing|
|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|
|Coastal Blue||Women’s Clothing|
|Ella Moon||Women’s Clothing|
|Emma Riley||Children’s Clothing|
|Amazon Elements||Baby Wipes and Supplements|
|Presto!||Kitchen Cleaning and Bathroom|
|Mama Bear||Baby Diapers and Laundry|
|Food & Beverages|
|Happy Belly||Coffee, Spices, and Water Bottles|
|Wickedly Prime||Snacks, Spreads, and Soup|
|Small Parts||Industrial Parts|
|Rivet||Furniture and Lighting|
|Stone & Beam||Household 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.
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.
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.
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.