Amazon Puts Its Own Brands Front and Center on Prime Day

Amazon is heavily promoting its own brands in its Prime Day marketing campaign, and it serves as a reminder of how many different brands it offers across a range of product categories.

In a follow-up to its Prime Day announcement on Tuesday, Amazon released a press release on Thursday announcing deals on exclusive brands:

“From apparel and accessories to furniture, home décor and more, Prime members can shop the lowest prices on a wide assortment of high quality products available exclusively to Amazon customers. Shop epic deals running now – a full 11 days ahead of Prime Day – with additional deals debuting on July 16 at 12pm PT/3pm ET.”

Amazon has a page devoted to its brands, which include: Rivet, Presto!, Stone & Beam, Amazon Essentials, Wickedly Prime, Amazon Basics, Spotted Zebra, Mama Bear, Solimo, Pinzon, 206 Collective, Amazon Elements, Goodthreads, Mae, and Basic Care. The company explains, “Our Brands are Amazon Private Brands or a curated selection of brands exclusively sold on Amazon.”

Of course, Amazon Prime Day also offers deals from other brands and from pre-approved third-party sellers. On Tuesday, it announced that new for this year’s Prime Day, it would offer exclusive products and content through what it called “Prime Day Launches” that would be available for a limited time from “hundreds of well-known and emerging brands around the world.”

Ina Steiner

Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). She is a member of the Online News Association (Sep 2005 - present) and Investigative Reporters and Editors (Mar 2006 - present). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com. See disclosure at EcommerceBytes.com/disclosure/.