Amazon launches its newest private label, Wickedly Prime – TechCrunch
Amazonâ€™s push into the private-label business continued this month, with the launch of its latest brand, Wickedly Prime. Unlike Amazonâ€™s more recent entries in the private label space, such asÂ Happy 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 â€œPrimeâ€ in its name, the boxes feature the iconic Amazon â€œsmileâ€ in the brandâ€™s logo, and the product packaging even states â€œDistributed by Amazon Fulfillment Services,â€ notesÂ theÂ e-commerce data measurement firm, One Click Retail, in a new report that analyzed the success of the brandâ€™s launch.
Amazonâ€™s previousÂ private label goods only stated â€œAFS Brands LLCâ€ Â on their packaging, for comparisonâ€™s sake.
The new Wickedly Prime brand, as the name implies, is exclusive to Amazon Prime members, and targets the â€œfoodieâ€ crowd with offerings similar to what you might find at a Trader Joeâ€™s. This includes Amazonâ€™s own line of snacks, like popcorn, tortilla chips, and soft shell almonds, available in a variety of flavors.
Amazonâ€™s increased efforts in the private label space wereÂ first outed inÂ May by The Wall Street Journal. The article detailed the forthcoming brandsâ€™ offerings, including those from Wickedly Prime
Wickedly Prime was not the first of the newer private labels to launch. Itâ€™s likelyÂ that 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 makeÂ its private label goods more known to consumers.
Still, the launch of Wickedly Prime was a bit under the radar â€“ as with some of itsÂ other brands, Amazon didnâ€™t 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 â€œnot insignificant for a new product,â€ notesÂ One Click Retail in its report.
And based on how the other private labels performed, thereâ€™s potential for solid growth. Happy Belly, for example, sawÂ its 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. Thatâ€™s 5,000 percent growth over the prior month. The ability to promote its own products through its deals platformÂ and, now, its network of connected devices in consumersâ€™ homes, is a lever Amazon can pull at any time.
The retailer seems to know what itâ€™s doing, too. An earlier report from 1010data found that Amazonâ€™s 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 weâ€™ll see if Amazon willÂ have the same success in the consumer packaged goods space, with its Happy Belly coffees and snacks, Wickedly Good snacks, and Presto! detergents.
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