List of Amazon brands

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As with most major retailers, Amazon offers multiple store brands. The products are available on, AmazonFresh, Prime Pantry, Prime Now, Amazon Go, and/or Whole Foods Market. Some of Amazon's store brands require an Amazon Prime membership to purchase, such as Wickedly Prime.


In August 2005,[1] 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.[1] In March 2007, the company applied to expand the trademark to cover a more diverse list of goods and to register a new design consisting of the "word PINZON in stylized letters with a notched letter "O" which appears at the "one o'clock" position".[2] Coverage by the trademark grew to include items such as paints, carpets, wallpaper, hair accessories, clothing, footwear, headgear, cleaning products, and jewelry.[2] 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.


AmazonBasics branded USB cable

AmazonBasics is a private-label product line, mainly consisting of consumer electronics accessories, but also including home and office accessories.[3] The line was launched in 2009.[4] As of December 2017, AmazonBasics is the best-selling private label brand on[5]

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.[6][7]

Amazon Elements[edit]

In 2014, Amazon launched Amazon Elements, a line of domestic products including baby wipes and (formerly) diapers.[8]

Wickedly Prime[edit]

In early 2017, Amazon launched a line of snack foods under the name Wickedly Prime.[9] The products, such as chips and cookies are only available to Amazon Prime members in the United States.


365 Baked Naan Chips at a Whole Foods store

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 GMO-free. 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.[10]


Introduced in May 2018, Wag is a Prime-exclusive brand of dog food available on[11] The brand's name and logo were derived from, which was acquired by Amazon and later shut down.[12]


  1. ^ a b US Trademark registrations numbered 3216667 and 3266840/3266847, issued March 6, 2007 and July 17, 2007
  2. ^ a b Trademark Electronic Search System from the USPTO, supplying "PINZON" as the search term
  3. ^ AmazonBasics, official website.
  4. ^ Darren Murph (September 20, 2009). "AmazonBasics: Bezos and Co. starts private-label consumer electronics line". Retrieved September 6, 2012.
  5. ^ Peterson, Hayley (20 December 2017). "Whole Foods is overtaking Amazon's brands with $10 million in online sales in just 4 months". Business Insider. Retrieved 30 December 2017.
  6. ^ "Amazon adds toys to its growing list of private labels". TechCrunch. Retrieved 2018-12-19.
  7. ^ Green, Dennis. "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.
  8. ^ Eadicicco, Lisa. "Amazon May Launch its Own Food Brands". Retrieved 2016-05-17.
  9. ^ Bright, Marshall (6 March 2017). "We Weren't Expecting THIS From Amazon (& It's So Cheap!)". Refinery29. Retrieved 7 March 2017.
  10. ^ Pomranz, Mike (21 December 2017). [ "Whole Foods' 365 Everyday Value Brand Likely to Be One of Amazon's Top Sellers Next Year"] Check |url= value (help). Food & Wine. Retrieved 6 February 2018.
  11. ^ Soper, Spencer (2 May 2018). "Amazon Launches Own Pet Product Brand, Wag; Starts With Food". Bloomberg News. Retrieved 19 May 2018.
  12. ^ Levy, Nat (3 May 2018). "Amazon's pet play: Tech giant unveils in-house dog food brand Wag". GeekWire. Retrieved 19 May 2018.