15 Amazon Brands You’ve Probably Never Heard of

15 Amazon Brands You’ve Probably Never Heard of Photo by Hadrian / Shutterstock.com

Perhaps you’ve heard of . It’s Amazon’s oldest private label, dating back to around 2009, according to the New York Times. But chances are good that you’ve never heard of many Amazon brands.

The retail giant has been quietly amassing its own product brands, with roughly 100 now available, NYT . Most of them were introduced in the past year alone.

Following is a look at 15 of Amazon’s own brands.


has become an expansive brand, comprising everything from and to and .

Just to name a few, the AmazonBasics product categories include:

Amazon Elements

The brand boasts “premium products” and “transparent origins.” Here’s how Amazon explains the latter:

“We’re committed to sharing the details of our product stories, from the reason each ingredient is included to where they are sourced. Openness on this level is unprecedented, but we see transparency as our responsibility to you.”

Products currently include vitamins and supplements and baby wipes.


is Amazon’s brand of cleaning supplies. Products currently include hand soap, dishwasher and laundry detergent packs, as well as paper towels and toilet paper.


As Amazon describes it, the brand “offers a variety of everyday goods at a just-right price.” And it’s a wide variety, at that — everything from to .

Product categories include:

Wickedly Prime

is another brand under which Amazon sells food and drinks.

If you’re hesitant to try something you might dislike and be unable to return to a store, check out the Wickedly Prime Promise. It states, in part, “If you’re not completely satisfied, we’ll refund your purchase.”

Wickedly Prime product categories include:

2 furniture brands

and are Amazon brands of furniture and related items, such as lighting, rugs and decorative items.

8 clothing and accessories brands

Amazon has a host of clothing brands now. They include:

  1. — clothing for the whole family
  2. — athletic wear for women
  3. — clothing for women
  4. — clothing for men
  5. — clothing for women
  6. — clothing for babies
  7. — sunglasses for men and women
  8. — clothing for kids

Have you used any of these Amazon products? Share your experience in comments below or on .

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