Deep Dive: Slicing and Dicing Amazon’s Private-Label Offering

Key Points

In this report, we take an exclusive deep dive into Amazon’s US private-label offering, using a detailed, proprietary dataset collating information on nearly 7,000 such products.

• Apparel dominates Amazon’s US private-label offering: there are almost 5,000 private-label products across men’s, women’s and children’s clothing and footwear, equivalent to almost three-quarters of all its 6,825 private-label products. Moreover, some 66 of Amazon’s 74 private labels offer apparel.
• Home and kitchen is the second-biggest category by number of products, with 852 products spanning specialized private label-brands Pinzon by Amazon, Rivet and Stone & Beam, as well as the multicategory AmazonBasics brand.
• We conclude that Amazon is building a highly-segmented private-label fashion offering. This segmented approach is reflected in its large number of brands, range of price points and presence across clothing and footwear subcategories. It is most clearly evident in the often-limited number of products within each apparel private label: Amazon is creating brands designed to resonate with a specific consumer segment or focus on a specific apparel subcategory.