BrandWikiReturn

List of Amazon brands

Amazon offers multiple lines of privately labeled products. These are available on Amazon.com, Amazon Fresh, Prime Pantry, Prime Now, Amazon Go, and Whole Foods Market. Amazon houses its in-house brand offerings under the “Our Brands” label, which is separate from exclusive brands. Exclusive brand items are third party offerings sold exclusively through Amazon.[1] Some of Amazon's store brands require an Amazon Prime membership to purchase.

Pinzon

In August 2005,[2] Amazon began selling products under its own private label, Pinzon. The trademark applications indicated that the label would be used for textiles, kitchen utensils, and other household goods.[2] In March 2007, the company applied to expand the trademark to cover a more diverse list of goods.[3] The brand was officially launched in 2009. Along with AmazonBasics, it was Amazon's first in-house brand.[4] In September 2008, Amazon filed to have the name registered. USPTO has finished its review of the application and it was officially granted in 2016.

Amazon Basics

Amazon Basics (formerly written as AmazonBasics) is a private label that offers home goods, office supplies, and tech accessories.[5] The line was launched in 2009.[6] As of December 2017, Amazon Basics is the best-selling private label brand on Amazon.com.[7] In November 2018, AmazonBasics expanded their product line to include home improvement items, offering kitchen and bath hardware.[8] In December 2018, the company launched five initial AmazonBasics toy listings pages. Plans to expand the private label to include toys had not been confirmed by Amazon.[9][10]

solimo

After AmazonBasics, the company came up with another private-label called solimo which offers kitchen and home goods primarily. Apart from these, Solimo overlaps with AmazonBasics when it comes to mobile and other electronics accessories. As of February 2019, the Indian Government has placed heavy restrictions on the sale of Solimo and AmazonBasics due to possible antitrust breaches.[11]

Amazon Elements

In 2014, Amazon launched Amazon Elements, a line of domestic products including baby wipes and (formerly) diapers.[12] In 2017, the brand introduced a line of vitamins and supplements.[13]

Wag

Introduced in May 2018, Wag is a Prime-exclusive brand of dog food.[14] The brand's name and logo were derived from Wag.com, which was acquired by Amazon and later shut down.[15]

Mama Bear

The private label Mama Bear sells baby wipes, baby food, diaper pail refills and baby laundry detergent.[16][17] In 2018, the brand began selling newborn through size six diapers, which were previously offered by the Amazon Elements private brand before their removal from the site in 2014.[18]

Food and beverages

Wickedly Prime

In early 2018, Amazon launched a line of snack foods under the name Wickedly Prime only available to Amazon Prime members in the United States.[19]

365

365 is the store brand at Whole Foods Market, which was acquired by Amazon in 2017. The brand consists of grocery items and household essentials, many of which are organic or produced without genetic engineering. Following Amazon's acquisition of Whole Foods, the non-perishable 365-brand products became available on Amazon's site in the United States, United Kingdom, and Canada.[20]

Amazon Fresh

Amazon Fresh is a private label grocery delivery service that allows users to order groceries and household goods for delivery. Grocery pickup services are also available in some locations. The brand was introduced in 2017. The service is available in several US states, Tokyo, Berlin, Hamburg and central/eastern London.[21] In India, Amazon Fresh is available in some cities such as Mumbai, Delhi, Noida, Gurgaon, Thane, Vashi, Ahmedabad, Jaipur, Pune, Bangalore, Mysore, Chennai, Hyderabad and Kolkata.[22]

Happy Belly

Happy Belly is an Amazon private label that sells snack food items. It was introduced in 2016 and first include packaged nuts and granola mixes.[23] In February 2019, the brand expanded to include milk delivery service.[24]

Amazon Essentials

On October 1, 2025, Amazon announced that more than 1,000 food items formerly sold as Amazon Fresh and Happy Belly will now be Amazon Essentials.[25]

Amazon Saver

Amazon Saver is a brand of grocery items that was introduced in 2024 to compete with other brands such as Aldi.[26]

Vedaka

Vedaka is a brand of Amazon India for groceries, spices, pulses, lentils, flours, teas, grains, oils, dry fruits and such everyday items.

Apparel

Amazon Essentials

Amazon Essentials is a clothing line of basic wear for men, women, baby, and kids, with additional options for family, big and tall, and athletic activity, competing with Walmart, Target, Uniqlo, H&M and likes own clothing labels.[27]

See also

External links

References

  1. Katie Evans. How many private-label brands did Amazon add in Q4? Digital Commerce 360, 2019-01-14, retrieved 2019-07-10^
  2. US Trademark registrations numbered 3216667 and 3266840/3266847, issued March 6, 2007 and July 17, 2007^
  3. Trademark Electronic Search System from the USPTO, supplying "PINZON" as the search term^
  4. Shona Ghosh. Amazon's New Multibillion-Dollar Business? It's All About Private Labels (and Data) Inc.com, 2017-08-21, retrieved 2019-03-27^
  5. Mike Murphy. AmazonBasics is moving well beyond the basics Quartz, 14 December 2017, retrieved 2019-03-27^
  6. Darren Murph. AmazonBasics: Bezos and Co. starts private-label consumer electronics line engadget.com, September 20, 2009, retrieved September 6, 2012^
  7. Hayley Peterson. Whole Foods is overtaking Amazon's brands with $10 million in online sales in just 4 months Business Insider, 20 December 2017, retrieved 30 December 2017^
  8. Amazon Launches AmazonBasics Brand Private Label Kitchen and Bath Hardware – TJI Research this.just.in^
  9. Amazon adds toys to its growing list of private labels TechCrunch, 13 December 2018, retrieved 2018-12-19^
  10. Dennis Green. Amazon is selling its own toys for the first time, but don't expect it to replace Barbie — yet Business Insider, retrieved 2018-12-19^
  11. Shweta Ganjoo. No Amazon Basics, no Solimo: Today you can't buy some best products on Amazon India, blame Modi govt for this India Today, February 2, 2019, retrieved 2019-10-05^
  12. Lisa Eadicicco. Amazon May Launch its Own Food Brands Time, retrieved 2016-05-17^
  13. Amazon's private label Elements expands for first time in years with invite-only vitamins and supplements TechCrunch, 3 March 2017, retrieved 2019-04-03^
  14. Spencer Soper. Amazon Launches Own Pet Product Brand, Wag; Starts With Food Bloomberg News, 2 May 2018, retrieved 19 May 2018^
  15. Nat Levy. Amazon's pet play: Tech giant unveils in-house dog food brand Wag GeekWire, 3 May 2018, retrieved 19 May 2018^
  16. Amazon is selling its own private label diapers again, now under the Mama Bear brand TechCrunch, 8 November 2017, retrieved 2019-04-03^
  17. Ben Fox Rubin. Poop scoop! Amazon's private-label diapers are back CNET, retrieved 2019-04-03^
  18. Amazon just launched new line of diapers—and it will save parents money USA TODAY, retrieved 2019-04-03^
  19. Marshall Bright. We Weren't Expecting THIS From Amazon (& It's So Cheap!) Refinery29, 6 March 2017, retrieved 7 March 2017^
  20. Mike Pomranz. Whole Foods' 365 Everyday Value Brand Likely to Be One of Amazon's Top Sellers Next Year Food & Wine, 21 December 2017, retrieved 6 February 2018^
  21. Matt Day. Amazon curbs Fresh grocery delivery service in some markets Seattle Times, November 3, 2017, retrieved October 16, 2020^
  22. Amazon India expands Fresh infrastructure in 14 cities for 2 hr home delivery of groceries, essentials 29 September 2021, retrieved 2022-02-17^
  23. Amazon taps online snacks growth with exclusive Happy Belly range bakeryandsnacks.com, 14 August 2016, retrieved 2019-04-03^
  24. Bruce Brown. Amazon Brings Back Home Milk Delivery With its Happy Belly Brand digitaltrends.com, February 28, 2019, retrieved 2019-04-03^
  25. Sophia Compton. Amazon unveils 'price-conscious' grocery brand featuring more than 1,000 items nationwide Fox Business, October 1, 2025^
  26. Amazon launches new Amazon Saver private label to help shoppers save, take on Walmart, Target ABC News, retrieved 2025-08-31^
  27. Michelle Scanga. Every Time I Wear This Under-$30 Amazon Brand, Everyone Asks About It Who What Wear, 10 October 2018, retrieved 2019-06-07^