Amazon Trims Portfolio of Private Label Clothing Brands

Amazon has discontinued thirty of its clothing brands in recent months, according to Marketplace Pulse research. Clothing brands account for more than half of Amazon’s hundreds of private label brands; however, they rarely succeed. Amazon Essentials, Goodthreads, Daily Ritual, and Lark & Ro brands have performed well, and yet most other brands haven’t. Thus, the company is starting to trim the portfolio of owned brands.

Thirty-two brands are no longer in stock on Amazon. One of them, North Eleven, focused on cold-weather gear for women, was one of the seven first private label fashion brands the company launched in February 2016. Franklin & Freeman, Franklin Tailored, James & Erin, Lark & Ro, Scout + Ro, and Society New York are still available.

BrandCategory
Camp Moonlightwomen's clothing
Charming Dovewomen's clothing
Cotton Addictionwomen's clothing
Cozymetters.Comen's and women's sweaters
Denim Crushwomen's jeans
Denim Garage Classicsmen's jeans
First Stopwomen's outdoors clothing
HAEOFwomen's swimwear
Hayden Rosewomen's clothing
Hifive Carnychildren's clothing
Indigo Societywomen's jeans
Jump Clubmen's athletic clothing
Kailee Athleticswomen's athletic clothing
Kissmee for Ladieswomen's dresses
Mariella Bellawomen's clothing
MG Twelvemen's outdoors clothing
North Elevenwomen's clothing accessories
Proform Apparelmen's athletic clothing
Red Wagonchildren's clothing
Retro Shoesmen's shoes
Rugged Mile Denimmen's jeans
Savoir Faire Dresseswomen's dresses
Seanami Dazzlingwomen's swimwear
Smart is Beautiful.women's clothing
Smitten Leggingwomen's leggings
Staraxysafety jackets / raincoats
Sunset Citywomen's swimwear
The Cambridge Collectionwomen's formal clothing
The Casual Greywomen's outdoors clothing
Toes In A Blanketmen's and women's socks
Velvet Ropewomen's dresses
Wild Meadowwomen's dresses

The clothing brands Amazon has launched all suffer from limited discovery on the platform. The same platform trait which affects other brands as well. To combat that, Amazon has mostly relied on the “Top rated from our brands” section in search results to highlight its brands. However, unlike established brands, Amazon’s brands have no brand recognition, nor do they indicate to shoppers that Amazon owns them. They are left competing with the rest of unknown brands mostly on price, although they are rarely the most affordable. That leaves them among thousands upon thousands of other brands in the category without a clear differentiator. Unsurprisingly, that most often results in them flopping.

“The fact that Amazon’s buying behavior is so search-led and weak on discovery makes it harder for them to drive private label sales. They can’t make you walk past stuff you didn’t come in for.”

Benedict Evans, Partner at Andreessen Horowitz

Retailers like Target have been more successful in launching brands because of brick-and-mortar stores. The environment of a store - limited selection and better discovery - is better suited for introducing new brands. Amazon has tried to replace that by featuring its brands in search results, but that isn’t enough.

Amazon is throwing a lot at the wall to see what sticks. In clothing, however, most of it doesn’t. Amazon has been successful in basics - like the affordable Amazon Essentials line. However, its ability to utilize data to spot underserved niches and launch products hasn’t made it a disruptor in fashion.

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Juozas "Joe" Kaziukėnas

Founder of Marketplace Pulse, Joe wears multiple hats in the management of Marketplace Pulse, including writing most of the articles. Based in New York City. Advisor to other startups and entrepreneurs. Occasional speaker at conferences.

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