Amazon’s own brand family adds another member, this category is friendly to sellers.

Recently, foreign media reported that Amazon’s own brand has added new members. The brand name is Happy Belly dairy, and the products include various lactose-free milk. Fortunately, such products are relatively friendly to domestic sellers and there will be no competition concerns.

Amazon describes a product page: “If you like Lactaid, we invite you to try Happy Belly.” This page also defines Happy Belly as “Amazon brand.” Happy Belly offers a better price than Lactaid. For example, a half-gallon Happy Belly 2% low-fat milk is currently priced at $3.29. At Wal-Mart, a half-gallon-like Lactaid is priced at $3.88.

It is understood that Happy Belly dairy products are limited. Buyers can order in certain markets via Amazon’s on-demand delivery service Prime Now, or at Amazon’s automated convenience store chain Amazon Go store, or by subscribing Amazon Fresh to purchase Happy Belly for $14.99 a month. Dairy products.

Amazon seems to want Happy Belly’s dairy products to attract new users to use Fresh. Amazon’s purchase button is usually available for regular Amazon shoppers or Prime customers, while Happy Belly’s milk and other dairy product pages use the avocado green button “Try Prime Fresh” so buyers can try the 30-day Fresh trial for free. .

For more than a decade, Amazon has been trying to get involved in the delivery of Fresh food, but it has largely failed. Amazon first introduced Fresh in Mercer Island on the outskirts of Seattle in 2007. The program is slow, not like Amazon’s Prime membership, perhaps because spending $180 a year on top of the Prime subscription is not attractive to Prime users.

In addition, grocery distribution is a dangerous business because the profits are very meager. In general, for every $100 spent by consumers, the grocery store has only a profit of $1 to $3. The way to make money is not to let customers order food at once, but to order multiple times a month or a year. What does this have to do with milk? Dairy products like milk and eggs are a staple of many families and a necessity for life, which means that grocery shoppers are more likely to order from your website or shop at the store if they can be there Purchase essentials and all other products.

Research by the Food Marketing Institute shows that online and offline retailers rely heavily on their own brands to maintain the uniqueness of their stores. Milk or non-dairy substitutes rank first in the list of categories in which shoppers buy their own branded merchandise. For most of the past year, Amazon has been promoting the development of its own and exclusive brands, not only in the grocery sector, but also in the areas of apparel, furniture, electronics, healthcare and beauty. The data shows that Amazon currently has 137 private brands.

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