Report: Amazon Reducing Private Brand Products

Amazon is reducing its assortment of private brands in apparel and furniture, the Wall St. Journal reported. 

In-house clothing brands such as Lark & Ro, Daily Ritual and Goodthreads are being eliminated. The reduction will leave Amazon with only three apparel brands: Amazon Essentials, Amazon Collection and Amazon Aware. 

In a statement to the Journal, Matt Taddy, vice president of Amazon Private Brands, said the company’s decisions related to products are made based on what shoppers want.

“We’ve learned that customers seek out our biggest brands such – like Amazon Basics and Amazon Essentials – for great value with high quality products at great pricepoints,” he said.

The number of private brands now offered by Amazon is less than 20 and no new products are in the pipeline to replace those that are being discontinued, the Journal reported.

News of Amazon’s cuts to its assortment of private brand products in key categories comes just days after the company, which owns Whole Foods Market, said it would be carrying a selection of the grocer’s 365 private label products online. The assortment gives shoppers without a Whole Foods location nearby access to hundreds of the grocer’s private label products. 

Additionally, Prime members are able to have the Whole Foods 365 products shipped to their home for free.