If you’re an Amazon shopper, you may have noticed that the company sells its own line of Amazon-branded products under the brand name AmazonBasics. What you might not realize, according to an article in Quartz, is that Amazon is selling a wide range of products under brand names the company created and trademarked with the USPTO.
Covering product categories like cosmetics (sold under the Beauty Bar brand), baby products (branded Mama Bear), and even fresh food (Happy Belly), Quartz cites 19 Amazon brands. The article notes that only “one of the brands makes clear that it’s an Amazon product: Pinzon, a bedsheets and towel brand.” Some of the brands state they are exclusive to Amazon Prime members.
Author and market researcher Pamela N. Danziger, writing in Forbes, acknowledges that private brands are nothing new, but points out that Amazon is in a unique position to know what customers’ needs are and “is fully capable of reengineering any brand or product it sells to offer up an even better, lower cost private label alternative.”
An Amazon spokesperson confirmed to Quartz that the brands it uncovered are owned by the company. You can see the entire list of Amazon brands and read the full Quartz article here.