In August 2005, Amazon began selling products under its own private label, Pinzon. The trademark applications indicated that the label would be used for textiles, kitchen utensils, and other household goods. In March 2007, the company applied to expand the trademark to cover a more diverse list of goods. The brand was officially launched in 2009. Along with AmazonBasics, it was Amazon's first in-house brand. In September 2008, Amazon filed to have the name registered. USPTO has finished its review of the application and it was officially granted in 2016.
AmazonBasics
AmazonBasics is a private-label that offers home goods, office supplies, and tech accessories. The line was launched in 2009. As of December 2017, AmazonBasics is the best-selling private label brand on Amazon.com. In November 2018, AmazonBasics expanded their product line to include home improvement items, offering kitchen and bath hardware. In December 2018, the company launched five initial AmazonBasics toy listings pages. Plans to expand the private label to include toys had not been confirmed by Amazon. By 2020, Amazon aims to enter the offline market in India with its AmazonBasics.
Solimo
After AmazonBasics, the company came up with another private-label called Solimo which offers kitchen and home goods primarily. Apart from these, Solimo overlaps with AmazonBasics when it comes to mobile and other electronics accessories. As of February 2019, The Indian Government has placed heavy restrictions in the sale of Solimo and AmazonBasics due to possible antitrust breaches.
Amazon Elements
In 2014, Amazon launched Amazon Elements, a line of domestic products including baby wipes and diapers. In 2017, the brand introduced a line of vitamins and supplements.
Wag
Introduced in May 2018, Wag is a Prime-exclusive brand of dog food. The brand's name and logo were derived from Wag.com, which was acquired by Amazon and later shut down.
Mama Bear
The private label Mama Bear sells baby wipes, baby food, diaper pail refills and baby laundry detergent. In 2018, the brand began selling newborn through size six diapers, which were previously offered by the Amazon Elements private brand before their removal from the site in 2014.
Presto!
Presto! was announced in a article by the WSJ in May 2016, which started with laundry detergent in 2017, has also added household paper towels and toilet paper to its product line.
Food and beverages
Wickedly Prime
In early 2017, Amazon launched a line of snack foods under the name Wickedly Prime. The products, such as chips and cookies are only available to Amazon Prime members in the United States.
365
365 is the store brand at Whole Foods Market, which was acquired by Amazon in 2017. The brand consists of grocery items and household essentials, many of which are organic or produced without genetic engineering. Following Amazon's acquisition of Whole Foods, the non-perishable 365-brand products became available on Amazon's site in the United States, United Kingdom, and Canada.
AmazonFresh is a private label grocery delivery service that allows users to order groceries and household goods for delivery. Grocery pickup services are also available in some locations. The brand was introduced in 2017. The service is available in several US states, Tokyo, Berlin and central/eastern London.
Happy Belly
Happy Belly is an Amazon private label that sells snack food items. It was introduced in 2016 and first include packaged nuts and granola mixes. In February 2019, the brand expanded to include milk delivery service.
Apparel
Mae
Mae is a private label apparel brand that sells women's lingerie, sleepwear, bras and underwear.
Goodthreads
Goodthreads is a menswear apparel line available to Amazon Prime members. The line offers both casual and professional pieces and is said to act as an alternative to more expensive competitors like J. Crew, Banana Republic and Izod.
Amazon Essentials is a clothing line of basic wear for men, women, baby, and kids, with additional options for family, big and tall, and athletic activity.
