Amazon Private Label Brands

The retail division of, the entity behind products ‘Sold by Amazon,’ has for several years offered its own private label brands, such as Pinzon in linen/manchester, and Amazon Basics in consumer electronics accessories.

In this respect Amazon Retail is much like any large department store or supermarket, offering its own house brands alongside name brands. It’s a tried and true strategy and it makes sense that Amazon Retail would be expected to follow.

The Amazon house brand stable is growing, with several more apparel brands added this month.

This table shows what we believe to be the full list of Amazon house brands available today, compiled by Internet Retailer, with potentially more brands in the pipeline.

Name Category
Amazon Basics Cables, batteries, USB cords
Amazon Echo Internet-connected speaker
Amazon Elements Vitamins, supplements, health products
Amazon Essentials Apparel basics
Arabella Lingerie
Beauty Bar Cosmetics
Buttoned Down Men’s dress shirts
Denali Tools
Ella Moon Women’s fashion
Franklin & Freeman Men’s shoes, apparel
Franklin Tailored Men’s suits
Goodsport Men’s/women’s low-priced performance apparel
Goodthreads Casual men’s shirts and pants
Happy Belly Fresh food
James & Erin Women’s clothing
Lark & Ro Women’s clothing
Mae Underwear/Lingerie
Mama Bear Baby products
North Eleven Women’s clothing
NuPro Tech accessories
Paris Sunday Women’s fashion
Peak Velocity Premium men’s activewear
Pike Street Linen
Pinzon (by Amazon) Linen
Presto Plant-based soap, cleaning products
Rebel Canyon Men’s/women’s athleisure wear
Scout + Ro Children’s apparel
Single Cow Burger Frozen food
Small Parts Spare parts
Society New York Women’s apparel, accessories
Smart is Beautiful. Clothing
Strathwood Furniture
Wickedly Prime Snack Food

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