A few years back Amazon launched Amazon Elements, their own private label healthcare brand. And since then not much seems to have happened. It was launched with a fanfare because it sold nappies (diapers, to the Americans) and it was seen as an aggressive play to add value to Amazon Prime shoppers. Since then, they’ve stopped the sale of own-brand nappies and the only inventory has been baby wipes.
But it looks like Amazon has re-embraced the health and beauty market and the Elements brand because it’s started selling own brand vitamin pills exclusively for Amazon Prime shoppers.Billed as: “Premium Products – Transparent Origins – Exclusive to Prime”, what’s striking is the detail and trust they’re trying to inspire. Check out the home page here.