The move comes only a few months after Sears began selling Kenmore applicances on Amazon and began integrating Alexa into its appliances.

Sears Holdings Corp. has begun selling DieHard products on Amazon at

To start, Sears is selling an assortment of DieHard jump starters, battery chargers and maintainers. It plans to add passenger car tires and automotive batteries to its selection on Amazon in early 2018.

In July, Sears began selling its Kenmore appliances on Amazon. It also began integrating its smart appliances with Alexa—the tech giant’s speech-activated assistant, which will enable Sears’ air conditioners and other devices to respond to voice commands.

“DieHard is America’s most trusted and preferred  automotive battery brand and the collaboration with Amazon makes it easier for millions to shop the brand,” says Tom Park, president of Kenmore, Craftsman and DieHard brands.


Selling on Amazon expands the distribution and availability of DieHard products, and diversifies the revenue streams that Sears can generate from the brand, he says.

Sears’ move to sell its Kenmore and DieHard brands on Amazon is the latest example of a well-known brand being sold on Amazon. For example, Calvin Klein last month began selling exclusive lines of the designer’s underwear, loungewear and jeans on the retail giant’s site and Carter’s Inc. in April launched its Simple Joys by Carter’s line on Amazon. The line is exclusively available to members of the Amaonz’s Prime loyalty program. Carter’s also began selling a narrow assortment of bundled items, such as a two-pack of pants, available to all shoppers on Amazon, and it began selling OshKosh B’Gosh on Amazon in July.

Amazon is No. 1 in the Internet Retailer 2017 Top 500. Sears is 19 and Carter’s is No. 105. Calvin Klein is owned by PVH Corp., which is No. 60.