Amazon appears to be diversifying its private label strategy, with a mix of owned and exclusive brands.
The e-tailer’s private label approach arguably began with AmazonBasics and Amazon Elements goods. In fact, while Amazon continues to beef up its brand stable, AmazonBasics continues to outperform all of them combined, according to research from Marketplace Pulse.
The e-commerce giant is also succeeding with a “brandless” strategy, Marketplace Pulse also said in a blog post. For example, while shoppers may turn to Amazon to find other brands’ small electronic goods, batteries or kitchen gadgets, they often end up buying the AmazonBasics version, according to the report. If Amazon branches out into personal care (beyond Whole Foods’ already popular 365 line), it could be a challenge to the company Brandless and Target’s new Smartly label.
