AmazonBasics may be crushing other retailer’s private brands, but the Amazon Elements and Amazon Essentials lines aren’t far behind, along with its acquisition of Whole Foods 365 line. Many products are available only to Prime members, helping expand the value of Amazon’s annual $99 membership.
Amazon’s other two private brands are the snack-centric Happy Belly (some $5 million in sales so far this year) and Wickedly Prime ($800,000 so far). The snacks focus complements Amazon/Whole Foods 365 sales nicely as they do not compete significantly with 365’s variety within Amazon’s overall grocery sales, according to One Click Retail.
