In the report One Click Retail explains: “Amazon’s release of Whole Foods’ 365 Everyday Value brand on the platform has had a major impact. It has consistently sold as the #2 private brand – behind only AmazonBasics – and currently ranks as the #4 top-selling private brand year-to-date despite being available for just over three months.
“Already with an estimated $10m in sales since launch and with an average weekly growth of 9%, we can pretty much guarantee that this is going to be a huge brand on Amazon in 2018.”
As 365 has gained, Happy Belly and Wickedly Prime have lost out
The downside of such a successful launch for the 365 brand is that Amazon’s other private brands in the grocery product group have suffered, however, notes One Click Retail.
“One of the top brands, Happy Belly, was the leader in trail mix at the end of Q3, but – despite strong sales – that product line was dropped at the beginning of October, effectively making 365 Amazon’s new official snack food brand.
“Happy Belly has since transitioned to selling coffee and spices, but it hasn’t recovered from the sales drop caused by losing trail mix. The other major grocery brand, Wickedly Prime, has also seen its growth flat-lining since the launch of 365.”
That being said, “this may very well be part of the plan,” speculates One Click Retail.
“Amazon knows how to transform a temporary setback into a future success, as shown by the recent successful relaunch of the Mama Bear brand. So when we look at underperforming private brands, we can expect Amazon to start changing its strategy.”
‘This is a wake-up call for brands selling on Amazon’
It added: “2017 was a game-changing year for Amazon private brands. The company has experimented with private brands for years, and has finally refined its strategy, leveraged its brand, and launched over 30 new brand names in highly competitive categories.
“And this year, Amazon’s private brands showed enough success stories to guarantee that Amazon won’t be backing off any time soon. This is a wake-up call for brands selling on Amazon: it’s truly time to pay attention.”