List of Amazon brands

Amazon has many of its own product lines, which are called privately labeled products. You can find these products 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, which 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 started selling products under its own brand called Pinzon. This brand was used for items like textiles and kitchen tools for the home. Amazon later expanded what Pinzon could include and officially launched the brand in 2009. Pinzon was one of Amazon’s first brands along with AmazonBasics. The name Pinzon was registered in 2008 and received official approval 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 quickly became very popular on Amazon.com. Over time, the brand added more things, like tools for kitchens and bathrooms, and even some toys, though the toy plans were still being worked on.

solimo

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

Amazon Elements

In 2014, Amazon started Amazon Elements, a line of household products such as baby wipes and, at one time, diapers. In 2017, this brand also added vitamins and supplements to its products.

Wag

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

Mama Bear

The Mama Bear brand offers baby products like wipes, food, diaper pail refills, and laundry detergent for babies. In 2018, it started selling diapers for newborns up to size six. Before that, these diapers were sold under another brand called Amazon Elements, but they were removed from the site in 2014.

Food and beverages

Amazon has several special food brands just for its customers.

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

365 is a brand sold at Whole Foods Market, which Amazon bought in 2017. It includes many 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 basic wear for men, women, babies, and kids. It also includes options for families, people who are bigger or taller, and athletic activities. This line competes with brands like Walmart, Target, Uniqlo, and H&M.