A few years back Amazon launched Amazon Elements, their own private label healthcare brand. And since then not much seems to have happened. It was launched with a fanfare because it sold nappies (diapers, to the Americans) and it was seen as an aggressive play to add value to Amazon Prime shoppers. Since then, they’ve stopped the sale of own-brand nappies and the only inventory has been baby wipes.
But it looks like Amazon has reembraced the health and beauty market and the Elements brand because it’s started selling own brand vitamin pills exclusively for Amazon Prime shoppers.
Billed as: “Premium Products – Transparent Origins – Exclusive to Prime”, what’s striking is the detail and trust they’re trying to inspire. Check out the home page here.
Here’s an example listing for Vitamin K. It’s bursting with details and data that’s bound to appeal to the ultra health conscious looking for quality products for their wellbeing regime.
It is also a useful reminder that Amazon is still a retailer in its own right and a move like this will dismay vitamin sellers, and a broader community of healthcare sellers. Amazon is in the position to muscle in on certain sectors if they think it’s profitable for them.