EP103 - Amazon Private Label Deep Dive This episode is a deep dive into Amazon's Private Label activities: Framework for Amazon Private Label Brands Amazon's History in Private Label Amazonscape Advice for Brands and Retailers Update on Amazon Private Label Marketshare from 1010data Mary Meeker State of the Internet (slide 75 is the one discussed) Special thanks to Samir Bhavnani and Tim Wilson from 1010data. for providing their data and insight for this episode. Don't forget to like our facebook page, and if you enjoyed this episode please write us a review on itunes. Episode 103 of the Jason & Scot show was recorded on Wednesday October 4, 2017. http://jasonandscot.com Join your hosts Jason "Retailgeek" Goldberg, SVP Commerce & Content at SapientRazorfish, and Scot Wingo, Founder and Executive Chairman of Channel Advisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing. New beta feature - Google Automated Transcription of the show: Transcript Jason:  [0:25] Welcome to the Jason and Scott show this is episode 103 being recorded on Wednesday October 4th I'm your host Jason retailgeek Goldberg as usual I'm here with your co-host Scott Wingo. Scot & Guests:  [0:38] Hey Jason and welcome back Jason and Scott show listeners. [0:55] Today we're going to continue our very popular deep dive series, and jump into something that has really caught on in the last 6 months there's been a lot of excitement around this so it was sparked by Mary Meeker really kind of putting a bright Spotlight on this, and that is the topic of Amazon private label, Jason I know you have thought a lot about Amazon private label and I think the the real meat and potatoes is know what what I'm hearing from brances there's a couple of questions there, really grappling with and we're going to answer this questions and give listeners some new data that, this the first time you'll hear this data thanks to a gas it's going to be on the show but before we jump into that I know you spent a lot of time thinking about this help give our listeners kind of framework for for how to think about these private label offerings are so many now it can be kind of confusing so as to how do you kind of sort them in and organize them. Jason:  [1:52] Yeah Scott well I don't think there is one perfect framework at the moment so I'm using a number of different dimensions to sort of think about these and slicing and dicing in different ways and so there's there's sort of for big. Big Dimensions II think about their 5 depending how you count the the first one is, Prime exclusive versus non-exclusive product so there's a subset of these brands at Amazon's offering that you have to be a Prime member to get sew-in apparel that something like button-down or good threads in in cpg that something like Mama Bear or wickedly prime or happy belly, and so you know here. Obviously there they're partly training use these private labels as an extra inducement to sign up for Prime and. And more and adding more value the prime memberships the II framework is is. What we call Amazon branded versus non-branded right in so of this ecosystem of. [3:00] You know now over 50 50 different brands that Amazon has has invented a handful of those five of those. You can look at them and immediately know it's an Amazon product because they they would either have Amazon in the name are there so closely associated with Amazon. And heavily advertised by Amazon that is very Queer as an Amazon product so that's. [3:21] Amazonbasics that's Echo that's fire that's Amazon elements in Amazon essentials. I'm but the overwhelming majority of these Brands and Amazon's creating. [3:33] It seems that they're they're going to reason with extensive links to not make it obvious that it's an Amazon brand and have it feel potentially like. [3:41] A standalone National brand in sew-in Apparel in particular they've created a bunch of these brands. And this is things like Scout