Amazon has added a new product to the label after eliminating the diaper line in 2015 from the label, Amazon Elements. This private label previously only held their brand baby wipes. All the elements are now going far away from baby products in the bran after introducing a line of vitamins and supplements.
This was launched in February 21st in 2017 and was the first addition of this year to the Elements Brand. The label was arrived in 2104, which was fairly immobile that was then removed from diapers in the next year. Last year’s gossip with Amazon was considering rolling out diaper once again with a new brand known as Mama Bear, there is no concern of surprise that Amazon wipes the Elements Brand entirely by moving the wipes to Mama Bear brand.
But that’s not the case, as it turns out. Alternatively the brand is expanded with addition of new vitamins and supplement items. They are all listed on Amazon website that is Amazon Elements Vitamin D2, Turmeric Root Extract, Calcium Complex and Vitamin K2. For kicking off the launch, that’s just a small selection to be added.
All the products are listed on the website as premium and of transparent origins. Amazon has put more emphasis on highlighting the origins of its product with some other private labels belong to them. For Example, Mama Bear’s baby food attempts to sell its organic nature with having neither GMOs, pesticides, chemicals nor artificial flavouring. While the Elements baby wipes page of product contain a large slideshow showing the whole details of the products like where they have been made and the whole of their ingredient details and the supplier details as well.
The item’s origination and authenticity can also be identified by scanning the barcode on those items with Amazon mobile app. This focus on the transparency is for the reason that most of the people are now concern with finding out the source of items, manufacturing details and containing chemicals.
Amazon is now facing competition from the new e-commerce players like Jessica Alb’s The Honest Company that was in the acquisition talks with Unilever last fall and didn’t sell. However, Unilever buy Seventh Generation instead of that.
The Honest Company’s claim that they have avoid the use of harsh chemicals that are found in rivals’ lines in the manufacturing process of baby products like household and beauty products. Despite some missteps that have grown popular among consumers performed $300 million worth sale annually.
Amazon’s Elements every product like vitamins and supplements have proper details of their origination and contents in their marketing pages. The product description show things like either they contain allergens or not with details about artificial colours, flavours, chemical preservatives and gluten. Also the description states that the products are manufactured at Good Manufacturing Practices facility in USA.
Amazon also verifies the strength, purity and integration of its ingredients and also shares the result of test on the website that is a move towards gaining customer’s trust. Most of the brands in the market are fire and fraud that neither contains most of the ingredients that are shown on the labels.
Amazon also guarantees that all of the products were tested twice by supplement maker known as Arizona Nutritional Supplements and ISO certified third party laboratories. While shopping these vitamins and supplements of Amazon Element brand is only ordered by prime members and is not available to all Amazon shoppers.
An another strange situation thing is that people who want to buy these products have to request an invitation currently, and the registered interested buyers will be notified by email when the products will be available in the coming week. Early testers state that they didn’t receive any email invitation yet. While some of the Amazon Vine reviewers received samples.
Amazon is now interested to focus on expanding the private labels in the recent month along with food that are been consuming, baby food, fashion and many more. One Click Retail that is and retail analytic firm states that, Amazon has been launched about 50 products in later three months covering degrees of success. Happy Belly and Wickedly Prime sales are currently showing less of the growth as they are still having small growth.
While Amazon Elements brand product wipes, are doubling its sales year by year and is having 12% in the category. One Click Retail further explained that when the new Elements products will be presented to the market, it is expected that they will highly be promoted among the customers.
Spencer Miller-berg who is CEO of One Click Retail says, “We are expecting to see Gateway placements, sponsored search and fly out banner ads only if they follow the same pattern as they have previously used for Amazon Private Brands”.