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Amazon jumps into supplement space its own product line

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Amazon jumps into supplement space with the launch of ‘Amazon Elements’ line
By Adi Menayang 02-Mar-2017

Online retailing giant Amazon is dipping it’s toes in the waters with its own private label dietary supplement line. But the giant’s toes may cause waves instead of ripples and shake up the industry, experts predict.

Digitization has been building momentum in the supplement industry, from online-only startups like Ritual and Care/Of grabbing media attention, to the increased role of forums and reviews in supplement purchases as seen on Bodybuilding.com.

Amazon, the behemoth of online retailers, recently launched its own private label supplement line in stealth mode under its little known Amazon Elements brand. The only “Amazon Elements” press release that shows up in Amazon’s press room is from 2014, announcing a new line of private label diapers and baby wipes that champions and promotes transparency of sourcing.

“Amazon Elements was initially a diaper brand, and it didn’t do very well, but they kept the wipes,” Matt Oster, head of consumer health research at Euromonitor, commenting on the surprise launch, told NutraIngredients-USA. But is there a logical connection here, expanding a line from baby wipes to dietary supplements?

“I’m not sure if it’s [because] they have a legacy brand that they feel still has some resonance, and they wanted to use these products underneath that brand, or if it’s a broader push to create a broader brand, like for instance Target, where you have a private label that goes across different categories,” he added. “But it’s still too early to tell.”

The initial Amazon launch consists of four products, Vitamin D2, Vitamin K2, Turmeric Root Extract and Calcium Complex. For now, the line is only available for purchase by invitation which Amazon Prime members can request.

Source: http://mobile.nutraingredients-usa....&utm_medium=facebook&utm_campaign=SocialMedia
 
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