Online retailer Amazon has a considerable amount of private-label goods, but the range has become an unruly mess in just a few short years.
The retail juggernaut has several house brands, including AmazonBasics, Amazon Essentials, Amazon Elements, Amazon Fresh, Amazon Aware, Amazon Collection, Happy Belly, Presto, Wag, Wickedly Prime, Goodthreads, and others, not even including the private labels offered by Whole Foods.
It’s little wonder that Amazon has begun consolidating some of its sub-brands, recently announcing the merger of Amazon Fresh and Happy Belly into Amazon Grocery. The new Amazon brand aims to provide a cohesive collection of grocery essentials for customers shopping at brick-and-mortar Fresh stores and on the retailer’s flagship website.
