Amazons push into the private-label business continued this month, with the launch of its latest brand, Wickedly Prime. Unlike Amazons more recent entries in the private label space, such asHappy Belly, Mama Bear and Presto!, Wickedly Prime is the first brand since the debut of Amazon Elements two years ago to make its affiliation with Amazon known.
This represents a strategic shift in how Amazon is approaching its private label business. Instead of making it nearly impossible to tell which brands are made by Amazon, Wickedly Prime embraces its Amazon affiliation.
Not only does it have Prime in its name, the boxes feature the iconic Amazon smile in the brands logo, and the product packaging even states Distributed by Amazon Fulfillment Services, notesthee-commerce data measurement firm, One Click Retail, in a new report that analyzed the success of the brands launch.
Amazons previousprivate label goods only stated AFS Brands LLC on their packaging, for comparisons sake.
The new Wickedly Prime brand, as the name implies, is exclusive to Amazon Prime members, and targets the foodie crowd with offerings similar to what you might find at a Trader Joes. This includes Amazons own line of snacks, like popcorn, tortilla chips, and soft shell almonds, available in a variety of flavors.
Amazons increased efforts in the private label space werefirst outed inMay by The Wall Street Journal. The article detailed the forthcoming brands offerings, including those from Wickedly Prime
Wickedly Prime was not the first of the newer private labels to launch. Its likelythat Amazon wanted to test the business and work out the kinks, before slapping its name on the private label items it sells. With the relative success of its earlier launches, however, the retailer now seems ready to makeits private label goods more known to consumers.
Still, the launch of Wickedly Prime was a bit under the radar as with some of itsother brands, Amazon didnt make a big announcement, it just added the products to its website. One Click Retail says the initial products sold well so far, with the top four SKUs reaching over $500 in sales in the first week. The other SKUs each broke $100. While these are not record-breaking numbers by any means, they are not insignificant for a new product, notesOne Click Retail in its report.
And based on how the other private labels performed, theres potential for solid growth. Happy Belly, for example, sawits nuts and trail mix sales grow from $20,000 to $265,000 thanks to a series of Alexa deals in November, and a Lightning Deal on December 6th. Thats 5,000 percent growth over the prior month. The ability to promote its own products through its deals platformand, now, its network of connected devices in consumers homes, is a lever Amazon can pull at any time.
The retailer seems to know what its doing, too. An earlier report from 1010data found that Amazons private label brands were taking over market share in their respective categories, including speakers (thanks to Amazon Echo), baby wipes (Amazon Elements), and batteries (AmazonBasics).
Now well see if Amazon willhave the same success in the consumer packaged goods space, with its Happy Belly coffees and snacks, Wickedly Good snacks, and Presto! detergents.