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Amazon to pamper Prime members with new store brands

by Todd Haselton | May 16, 2016May 16, 2016 8:00 am PST

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Amazon is reportedly ready to launch several new “private-label” brands that will cater to Amazon Prime customers with prices that are more affordable than comparable brands. The company already sells private label “AmazonBasics” goods, and some clothing products, but hasn’t yet expanded into the broader market.

The Wall Street Journal said that will change when Amazon introduces new brands including “Pinzen” linens, “Elements” baby wipes, “Happy Belly” foods, “Wickedly Prime” snacks, “Presto!” and home goods (detergent and other items). The report suggests Amazon will also restart its “Elements” brand, which may serve as premium-branded products.

These items won’t be available to all Amazon customers and, instead, will only cater to Amazon Prime members. The report said Amazon’s new brands will launch in the coming weeks.


Todd Haselton

Todd Haselton has been writing professionally since 2006 during his undergraduate days at Lehigh University. He started out as an intern with...

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