List of Amazon brands

Amazon has many of its own product lines. These are called privately labeled products. You can find them on Amazon.com, Amazon Fresh, Prime Pantry, Prime Now, Amazon Go, and Whole Foods Market. These special products are grouped under a label called “Our Brands.” This is different from exclusive brands. Exclusive brands are made by other companies but only sold on Amazon. Some of Amazon's special products can only be bought by people who have an Amazon Prime membership.

Pinzon

In August 2005, Amazon began selling products under its own brand called Pinzon. This brand included items like textiles and kitchen tools for the home. Amazon later expanded Pinzon and officially launched it in 2009. Pinzon was one of Amazon’s first brands, along with AmazonBasics. The name Pinzon was registered in 2008 and approved in 2016.

Amazon Basics

Amazon Basics is a brand that sells everyday items like home supplies, office products, and tech accessories. It started in 2009 and became popular on Amazon.com. Over time, the brand added more things, such as kitchen and bathroom tools, and even some toys.

solimo

After AmazonBasics, Amazon made another brand called solimo. This brand sells kitchen and home items. It also sells some phone and other electronics accessories, like AmazonBasics. In February 2019, the government in India made strict rules about selling Solimo and AmazonBasics because of concerns about unfair business practices.

Amazon Elements

In 2014, Amazon started Amazon Elements. This line has household products like baby wipes and, at one time, diapers. In 2017, the brand added vitamins and supplements.

Wag

Introduced in May 2018, Wag is a brand of dog food for Prime members only. The name and logo come from Wag.com, a website Amazon bought and closed.

Mama Bear

The Mama Bear brand sells baby products such as wipes, food, diaper pail refills, and laundry detergent for babies. In 2018, it began offering diapers for newborns up to size six. Before this, these diapers were sold under a different brand called Amazon Elements, but they were taken off the site in 2014.

Food and beverages

Amazon has special food brands for its customers.

Wickedly Prime started in 2018 and offers tasty snacks for Amazon Prime members in the United States.

365 is a brand sold at Whole Foods Market, which Amazon bought in 2017. It includes organic and natural grocery items and household things. After Amazon bought Whole Foods, these 365 products became available online in the United States, United Kingdom, and Canada.

Amazon Fresh began in 2017 and lets people order groceries and household items for delivery or pickup. It is available in several US states, Tokyo, Berlin, Hamburg, and central/eastern London. In India, it can be found in cities like Mumbai, Delhi, Noida, Gurgaon, Thane, Vashi, Ahmedabad, Jaipur, Pune, Bangalore, Mysore, Chennai, Hyderabad, and Kolkata.

Happy Belly started in 2016 and sells snack foods like nuts and granola. In February 2019, it also began offering milk delivery.

Starting October 1, 2025, over 1,000 food items that were sold as Amazon Fresh and Happy Belly will now be called Amazon Essentials.

Amazon Saver is a new brand from 2024, offering grocery items to compete with other stores.

Vedaka is an Amazon India brand that sells everyday groceries like spices, pulses, lentils, flours, teas, grains, oils, and dry fruits.

Apparel

Amazon Essentials

Amazon Essentials is a clothing line that offers simple clothes for men, women, babies, and kids. It also has clothes for families, people who are bigger or taller, and for sports. This line competes with brands like Walmart, Target, Uniqlo, and H&M.