Amazon’s move to launch a slew of private label brands appears to be paying off, with the eCommerce giant seeing growth in all of its categories.
According to a new report from One Click Retail, a researcher that provides retailer insights, sales from Amazon’s private label brands that include apparel, electronics, baby wipes, vitamins, supplements and home care good are around $450 million for the year, with the lion’s share coming from AmazonBasics. AmazonBasics, which includes batteries and other everyday essentials, represented 85 percent of Amazon’s total private label revenue this year.
“For years, Amazon’s private brands have been spearheaded by AmazonBasics. Our estimates show sales have grown almost linearly at a rate of 10 percent year over year, with 2017 set to finish with sales over $400 million, according to our estimates,” wrote One Click Retail in the report. “That makes up about 85 percent of Amazon’s total private brand sales. Amazon private brands are primarily known for home tech, such as various affordable computer cables, batteries and home office supplies, but also include an assortment of products from linens and luggage to pet supplies and water filters.”
According to One Click Retail, the home category has surpassed electronics as Amazon’s top private label brand for the first time in 2017, with more than $80 million in earnings expected this year. Electronics is projected to have private label sales of $70 million for all of 2017.
Outside the home category, One Click Retail found that Amazon Elements is seeing year-over-year growth of 94 percent. It is projected to have sold $15 million in baby wipes alone and makes up the majority of Amazon Elements brands’ sales. This online shopping category also includes private label vitamins and supplements under the Amazon Elements brand.
While Amazon is seeing growth in its private label brand business, the retail figures are a very small portion of its overall sales, which are expected to hit $177 billion at year-end. One Click Retail noted that the jury is still out on some of Amazon’s new brands, such as living room furniture, home decorations, activewear and sports apparel.