List of Amazon brands

From Wikipedia, the free encyclopedia

Amazon offers multiple lines of privately labeled products. These are available on, 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.


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[edit]

AmazonBasics branded USB cable

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[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]


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[edit]

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]


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

Mama Bear[edit]

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[edit]

Wickedly Prime[edit]

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 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]


AmazonFresh 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[edit]

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]


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



Mae is a private label apparel brand that sells women's lingerie, sleepwear, bras and underwear.[25][26]


Goodthreads is a menswear apparel line available to Amazon Prime members. The line offers both casual and professional pieces and is said to act as an alternative to more expensive competitors like J. Crew, Banana Republic, GANT and Brooks Brothers.

206 Collective[edit]

206 Collective is a shoe line for men and women.

Amazon Essentials[edit]

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, Primark and likes own clothing labels.[27]

Core 10[edit]

Core 10 is a women's athleisure line.


  1. ^ Evans, Katie (2019-01-14). "How many private-label brands did Amazon add in Q4?". Digital Commerce 360. Archived from the original on 2019-07-22. Retrieved 2019-07-10.
  2. ^ a b US Trademark registrations numbered 3216667 and 3266840/3266847, issued March 6, 2007 and July 17, 2007
  3. ^ Trademark Electronic Search System Archived 2004-10-01 at the Wayback Machine from the USPTO, supplying "PINZON" as the search term
  4. ^ Ghosh, Shona (2017-08-21). "Amazon's New Multibillion-Dollar Business? It's All About Private Labels (and Data)". Archived from the original on 2019-03-28. Retrieved 2019-03-27.
  5. ^ Murphy, Mike (14 December 2017). "AmazonBasics is moving well beyond the basics". Quartz. Archived from the original on 2019-03-27. Retrieved 2019-03-27.
  6. ^ Darren Murph (September 20, 2009). "AmazonBasics: Bezos and Co. starts private-label consumer electronics line". Archived from the original on August 15, 2012. Retrieved September 6, 2012.
  7. ^ Peterson, Hayley (20 December 2017). "Whole Foods is overtaking Amazon's brands with $10 million in online sales in just 4 months". Business Insider. Archived from the original on 31 December 2017. Retrieved 30 December 2017.
  8. ^ "Amazon Launches AmazonBasics Brand Private Label Kitchen and Bath Hardware – TJI Research". Archived from the original on 2019-08-26.
  9. ^ "Amazon adds toys to its growing list of private labels". TechCrunch. 13 December 2018. Archived from the original on 2018-12-18. Retrieved 2018-12-19.
  10. ^ Green, Dennis. "Amazon is selling its own toys for the first time, but don't expect it to replace Barbie — yet". Business Insider. Archived from the original on 2018-12-20. Retrieved 2018-12-19.
  11. ^ Shweta Ganjoo (February 2, 2019). "No Amazon Basics, no Solimo: Today you can't buy some best products on Amazon India, blame Modi govt for this". India Today. Retrieved 2019-10-05.
  12. ^ Eadicicco, Lisa. "Amazon May Launch its Own Food Brands". Archived from the original on 2016-05-16. 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. ^ Soper, Spencer (2 May 2018). "Amazon Launches Own Pet Product Brand, Wag; Starts With Food". Bloomberg News. Archived from the original on 21 May 2018. Retrieved 19 May 2018.
  15. ^ Levy, Nat (3 May 2018). "Amazon's pet play: Tech giant unveils in-house dog food brand Wag". GeekWire. Archived from the original on 20 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. ^ Rubin, Ben Fox. "Poop scoop! Amazon's private-label diapers are back". CNET. Archived from the original on 2019-04-03. Retrieved 2019-04-03.
  18. ^ "Amazon just launched new line of diapers—and it will save parents money". USA TODAY. Archived from the original on 2019-04-03. Retrieved 2019-04-03.
  19. ^ Bright, Marshall (6 March 2017). "We Weren't Expecting THIS From Amazon (& It's So Cheap!)". Refinery29. Archived from the original on 7 March 2017. Retrieved 7 March 2017.
  20. ^ Pomranz, Mike (21 December 2017). "Whole Foods' 365 Everyday Value Brand Likely to Be One of Amazon's Top Sellers Next Year". Food & Wine. Archived from the original on 31 January 2018. Retrieved 6 February 2018.
  21. ^ Day, Matt (November 3, 2017). "Amazon curbs Fresh grocery delivery service in some markets". Seattle Times. Archived from the original on August 7, 2020. Retrieved October 16, 2020.
  22. ^ "Amazon India expands Fresh infrastructure in 14 cities for 2 hr home delivery of groceries, essentials". 29 September 2021. Archived from the original on 2022-02-17. Retrieved 2022-02-17.
  23. ^ "Amazon taps online snacks growth with exclusive Happy Belly range". 14 August 2016. Archived from the original on 2019-08-03. Retrieved 2019-04-03.
  24. ^ Brown, Bruce (February 28, 2019). "Amazon Brings Back Home Milk Delivery With its Happy Belly Brand". Archived from the original on 2019-04-03. Retrieved 2019-04-03.
  25. ^ The Editors (2018-07-13). "Amazon's Rarely-on-Sale Underthings Line Mae Is on Sale". The Strategist. Archived from the original on 2019-06-07. Retrieved 2019-06-07. {{cite web}}: |author= has generic name (help)
  26. ^ "Amazon has dozens of secret brands — here's what you need to know". 18 April 2018. Archived from the original on 2019-06-07. Retrieved 2019-06-07.
  27. ^ Scanga, Michelle (10 October 2018). "Every Time I Wear This Under-$30 Amazon Brand, Everyone Asks About It". Who What Wear. Archived from the original on 2019-06-07. Retrieved 2019-06-07.

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