24 brands you probably didn’t realize were owned by Amazon

Goodthreads is a menswear brand owned by Amazon.

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Goodthreads is a menswear brand owned by Amazon.
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Amazon
  • Amazon owns many private-label brands.
  • In fact, Amazon may own as many as 80 of the brands it carries, and according to Quartz, it has applied for more than 800 trademarks.
  • Some of these private labels are obviously owned by Amazon, like AmazonBasics, but others show very little indication that they’re owned by the e-commerce giant.

Amazon owns many private-label brands.

In 2017, Quartz identified 19 brands that Amazon owns and reported that the e-commerce giant had applied for as many as 800 trademarks. In June, One Click Retail identified an additional five Amazon-owned brands and reported that the company may own as many as 80 of the brands it sells on its website.

Some of them are obviously Amazon-owned, like AmazonBasics. Others, however, are a little less in-your-face about being owned by Amazon.

Many of Amazon’s private-label brands were started in niche categories like batteries or pet carriers, but lately, Amazon has been branching into categories that already have well-established leaders, like paper towels, which is led by Bounty. Though Amazon may not be able to beat out its competitors in these categories, private labels help to increase customer loyalty by making them exclusive to Amazon. Some of the private-label brands, such as Solimo, are even listed as being available exclusively to Prime members.

The products Amazon sells range from basic care items like cold medicine to tech accessories, fashion, and many other categories.

Here are some of Amazon’s many private label brands:


Arabella — Lingerie

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Amazon

Basic Care — Pain relief and antacids

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Amazon

Source: One Click Retail


Beauty Bar — Cosmetics

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Amazon

Source: Quartz


Buttoned Down — Men’s clothing

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Amazon

Ella Moon — Women’s clothing

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Amazon

Franklin & Freeman — Men’s shoes

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Amazon

Source: Quartz


Goodthreads — Men’s clothing

Goodthreads is a menswear brand owned by Amazon.

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Amazon

Source: Quartz


Happy Belly — Fresh food

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Amazon

Source: Quartz


James & Erin — Women’s clothing

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Amazon

Lark & Ro — Women’s clothing

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Amazon

Source: Quartz


Mae — Underwear

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Amazon

Mama Bear — Baby products

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Amazon

Source: One Click Retail


North Eleven — Women’s clothing

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Amazon

Source: Quartz


NuPro — Tech accessories

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Amazon

Source: Quartz


Pike Street — Linen

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Amazon

Source: Quartz


Pinzon (by Amazon) — Linen

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Amazon

Source: Quartz


Presto — Paper and cleaning supplies

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Amazon

Source: One Click Retail


Scout + Ro — Kids’ clothing

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Amazon

Single Cow Burger — Frozen food

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Amazon

Source: Quartz


Small Parts — Spare parts

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Amazon

Source: Quartz


Solimo — Assorted goods

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Amazon

Strathwood — Furniture

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Amazon

Source: Quartz


Wag — Dog food

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Amazon

Source: One Click Retail


Wickedly Prime — Groceries

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Amazon