Amazon.com Inc. introduced seven new private-label brands in the fourth quarter, as well as more than 150 exclusive brands sold only on Amazon, according to the TJI Amazon Brand Database, a database that tracks Amazon’s exclusive and private-label brands.
Amazon describes both its private-label brands (those owned by Amazon) and its exclusive brands (those owned by a third party but only sold on Amazon) as “Our Brands” on its websites. “Our Brands are Amazon Private Brands and a curated selection of brands exclusively sold on Amazon,” Amazon writes on its website. Amazon is No. 1 in the Internet Retailer Top 500.
With those fourth quarter additions, there are now 135 private-label brands and more than 330 Amazon exclusive brands on Amazon’s retail sites around the world, TJI says.
Some such brands, like everyday home goods brand Solimo, are sold globally. Others, such as E.U. furniture brand Alkove, are only sold in a specific regions. And others, such as children’s clothing brand Silly Apples in the U.S., are only sold in one country, TJI says.
Amazon’s largest brand portfolio is apparel and accessories. The company has more than 80 private-label and exclusive clothing, shoes and accessories brands in the U.S., TJI says. The number of Amazon Essentials apparel items for sale on Amazon in the U.S. has doubled from less than 200 products at the end of September to more than 400 at the end of December, according to TJI, with new items ranging from casual shirts to jeans, leggings and hoodies.
However, Amazon also sells more than 40 exclusive or private-label food and grocery brands, more than 60 healthcare and beauty brands and more than 20 household goods brands in the U.S. alone.
Amazon allows outside brand manufacturers to apply on its website to sell exclusive brands only on Amazon. Amazon also works with well-established brands to sell products exclusively on Amazon. For example, just today, men’s big-and-tall apparel retailer Destination XL Group Inc. announced a new Amazon exclusive line, called “Amazon Essentials Fit by DXL,” within the Amazon Essentials apparel section.
“[DXL] has been selected as the provider of men’s big and tall sizes for the Amazon private brand, Amazon Essentials, which is now available for customers on Amazon.com/AmazonEssentials/BigandTall,” DXL says in a release. DXL (No. 344) says it will provide a range of styles in sizes 2XL and above with branding that communicates “Amazon Essentials Fit by DXL,” the retailer says.
“We’re seeing 38 items, ranging from shirts to pants, underwear and hoodies,” TJI says about the DXL products.
Children’s apparel maker Carters Inc. (No. 103) in 2017 began selling a Simple Joys by Carter’s line exclusively on Amazon. The line is only available to members of Amazon’s Prime loyalty program. Some of those Carters bundles are part of Prime Wardrobe, Amazon’s program for Prime members that allows shoppers to order items for free to try them out before deciding whether or not to purchase them.