We take the same approach to private label as we do with anything here at Amazon – we start with customers and work backwards, aiming to bring them new products we think they’ll love. Whether you’re shopping for everyday supplies, a new outfit, or a last minute gift, Amazon brands offer a wide range of high quality products for customers to browse and shop from including furniture, kitchenware, cleaning essentials, food, clothing, pet supplies, baby care, and so much more. Discover a few of our brands (and why we love them) below.
Did you know? Amazon has dozens of private label brands that add a wide selection of exclusive assortment for our customers.
1.0
Rivet
Rivet is a brand of affordable, stylish mid-century modern furniture, and décor. The line offers a range of versatile pieces including living room, dining room, bedroom and office furniture, lighting, rugs, pillows, art, and more.
“Rivet was designed with small spaces in mind. We love that these pieces allow apartment dwellers and owners of smaller homes the ability to make a big impact on their space without breaking the bank.”
– Sarah Wood, vice president of Private Brands
“Rivet was designed with small spaces in mind. We love that these pieces allow apartment dwellers and owners of smaller homes the ability to make a big impact on their space without breaking the bank.”
– Sarah Wood, vice president of Private Brands
2.0
Wag
Wag launched in May 2018. The line currently offers dry dog food, with recipes that include real meat, fish or poultry as the #1 ingredient and are formulated with the help of veterinarians to provide the optimal blend of protein and fat, without adding any grains.
“It’s fitting that we launched a pet food brand this year given our dog-loving culture here at Amazon, and we were excited to do so—especially for our employees. With Wag, our goal is to offer products that both owners and their pets will love.”
– Eric French, vice president of Private Brands
“It’s fitting that we launched a pet food brand this year given our dog-loving culture here at Amazon, and we were excited to do so—especially for our employees. With Wag, our goal is to offer products that both owners and their pets will love.”
– Eric French, vice president of Private Brands
4.0
Stone & Beam
Stone & Beam is a home furnishings brand offering a broad selection of durable, sophisticated furniture and décor. Whether customers are looking for comfy sectional or dining room table, all furniture from the line comes with a three-year warranty.
“With Stone & Beam, we wanted to develop a line that catered to the style, comfort and durability needs of today’s modern family. We developed products that are sturdy and offer features like stain-resistant fabric to help stand the test of time in any busy home.”
– Sarah Wood, vice president of Private Brands
“With Stone & Beam, we wanted to develop a line that catered to the style, comfort and durability needs of today’s modern family. We developed products that are sturdy and offer features like stain-resistant fabric to help stand the test of time in any busy home.”
– Sarah Wood, vice president of Private Brands
5.0
Goodthreads
What started as smart casual $25 oxford shirts for men, has expanded to a collection of men’s wardrobe staples, crafted with care. Effortless, wear-everywhere styles include short and long sleeve shirts, chinos, denim, flannels, t-shirts, jackets, socks, boxers, and more.
“Goodthreads offers dozens of men’s styles that are crafted with the utmost care with fabrics designed to stand up to wear and get better with time. From high quality products to great prices, our customers love this brand and buy it more often than any other brand in our portfolio.”
– Natasha Chand, head of Private Brands, Amazon Fashion
“Goodthreads offers dozens of men’s styles that are crafted with the utmost care with fabrics designed to stand up to wear and get better with time. From high quality products to great prices, our customers love this brand and buy it more often than any other brand in our portfolio.”
– Natasha Chand, head of Private Brands, Amazon Fashion
7.0
Spotted Zebra
Spotted Zebra is a line of clothing for boys and girls, featuring personality-packed bright colors and fun prints so kids enjoy inventing new outfits every morning.
“Spotted Zebra’s clothing that lets your child’s spirit shine through. As kids head back to school, we want to encourage them to express their creativity by experimenting with new outfits every morning using the variety of personality packed mix-and-match styles.”
– Natasha Chand, head of Private Brands, Amazon Fashion
“Spotted Zebra’s clothing that lets your child’s spirit shine through. As kids head back to school, we want to encourage them to express their creativity by experimenting with new outfits every morning using the variety of personality packed mix-and-match styles.”
– Natasha Chand, head of Private Brands, Amazon Fashion
8.0
Core 10
Core10 is our women’s premium athletic-wear, with styles built for performance, that feel as good as they look. The collection offers sleek silhouettes that includes yoga and running pants and leggings, sport bras, and more ranging in size from XS to 3X. Core10’s build-your-own yoga pants lets customers pick the size, waistband, and style that best suit their needs.
“With Core10, we wanted to help customers find their perfect fit to support them during their workout, no matter where they are in their fitness journey.”
– Natasha Chand, head of Private Brands, Amazon Fashion
“With Core10, we wanted to help customers find their perfect fit to support them during their workout, no matter where they are in their fitness journey.”
– Natasha Chand, head of Private Brands, Amazon Fashion
10.0
Daily Ritual
Daily Ritual offers wardrobe staples for women including stylish tees, tanks, dresses, and leggings in a range of colors and incredibly soft fabrics.
“Daily Ritual classics are ready to be styled, layered and lived in. This past Prime Day, we found that customers are especially loving the Women’s Short-Sleeve T-Shirt Dress.”
– Natasha Chand, head of Private Brands, Amazon Fashion
“Daily Ritual classics are ready to be styled, layered and lived in. This past Prime Day, we found that customers are especially loving the Women’s Short-Sleeve T-Shirt Dress.”
– Natasha Chand, head of Private Brands, Amazon Fashion
11.0
Amazon Essentials
Amazon Essentials offers affordable, high-quality, and long-lasting basics in a variety of styles, colors, and prints for men, women, and kids (even school uniforms!).
“Amazon Essentials makes every day better. We offer styles for the whole family that are versatile enough for the work day, school day, weekend, or vacation and that are tested by hundreds of customers to make sure we get it just right.”
– Natasha Chand, head of Private Brands, Amazon Fashion
“Amazon Essentials makes every day better. We offer styles for the whole family that are versatile enough for the work day, school day, weekend, or vacation and that are tested by hundreds of customers to make sure we get it just right.”
– Natasha Chand, head of Private Brands, Amazon Fashion
