Carter’s Offers Private Label Products For Amazon On Prime Day

Oh Baby, The IoT-Connected Variety

If it’s possible to raise any higher, Amazon has just been elevated to the next level in the retail world.

For today’s Amazon Prime Day, baby product company Carter’s has designed a special clothing line being sold exclusively to Amazon’s 79 million Prime Members.

The eCommerce giant started selling Carter’s Simple Joys collection early this year. As Carter’s is a $4 billion company, this is a major boost to Amazon’s baby retail sector.

Carter’s already has deals with Walmart and Target, but the retailer’s the move of creating a special line of clothing just for Amazon officially brings the eCommerce giant into the brick-and-mortar competition world. With Amazon ranked as the number one site for apparel sales, it may be tough for other clothing companies not to be tempted into opening up a partnership with the site.

Carter’s president, Brian Lynch, shared how this strategic move would help better capture today’s tech-infused shopping experiences.

“It’s the first brand we’ve done that’s 100 percent focused on the digital experience for digitally-savvy millennials and a more affluent Prime customer.”

With Amazon Wardrobe allowing consumers to try-before-they-buy, and this addition of an Amazon-only baby clothing line from Carter’s, it’s likely we’ll continue to see the eCommerce site’s upward trajectory in the apparel arena.



The PYMNTS Cross-Border Merchant Friction Index analyzes the key friction points experienced by consumers browsing, shopping and paying for purchases on international eCommerce sites. PYMNTS examined the checkout processes of 266 B2B and B2C eCommerce sites across 12 industries and operating from locations across Europe and the United States to provide a comprehensive overview of their checkout offerings.

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