- Amazon has big ambitions for its private labels, launching hundreds of brands and thousands of products within them in recent months.
- Some of its consumer-product brands, like Solimo and Mountain Falls, create products that look very similar to their name-brand counterparts.
- This isn’t uncommon: many drug stores and big general merchandise stores do the same.
Many of Amazon’s private-label brands likely look pretty familiar to consumers.
Amazon has big ambitions for its private labels, launching hundreds of brands and thousands of products within them in recent months. Some of its consumer product-centric brands, like Solimo and Mountain Falls, create items that look very similar to their name-brand counterparts, which Amazon also sells.
In some instances, without looking twice, you could mistake Amazon’s brand for the name brand.
Amazon also plays into this. It often writes in small letters on the bottle: "compare to [name brand]," and on the product page, it writes: "If you like [name brand product], we invite you to try [Mountain Falls/Solimo product]."
This isn’t uncommon. Many drug stores and big general merchandise stores do the same, offering a budget version of the name brand in a similar-looking bottle.
Amazon did not immediately return Business Insider’s request for comment on the similarities.
Amazon’s private labels are still in their infancy, and they may not have struck gold yet. A recent report by Marketplace Pulse found that most of Amazon’s private-label sales have come from one brand: Amazon Basics.
See how similar a select group of Mountain Falls and Solimo products look to their name-brand counterparts:
Johnson’s: $7.31 for one 27-ounce bottle
Mountain Falls (Amazon private label): $3 for one 27-ounce bottle
Oil-free acne wash
Neutrogena: $20.01 for a pack of three nine-ounce bottles
Mountain Falls (Amazon private label): $14.98 for a pack of four six-ounce bottles
Solimo (Amazon private label): $12.28 for four 21-ounce bottles
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