Amazon.com Launches Their own Amazon Supplement Line
I think it’s clear to say that Amazon has become the elephant in the room lately when it comes to supplements. Not only are they stealing share from ecommerce supplement retailers across the globe, but now they decided to dabble with their own Amazon supplement line and put a full court press on the industry. What does this mean for their website, the competition, and the market?
Cannonball! The Amazon Supplement Line
Amazon is jumping into the deep end to see if they can create a bigger splash than the competition. They obviously have the name, but is that enough to carry the Amazon supplement line sales on their back? Bodybuilding.com has been known as the big gorilla of the industry in terms of online sales, yet their numbers seem to keep slipping and their executives keep bailing out. Could the writing be on wall for their website and is it true that Amazon is truly putting a hurt on the competition? The answer is YES!
When I was with MET-Rx, a topic of conversation that seemed to be regular was how they can compete with the likes of Amazon in the space. Bodybuilding.com just never seemed to get a grasp or understanding as to how Amazon could consistently crush them on price and then offer free shipping on orders. It was almost like Amazon was using the supplement industry as a lost leader on their site. If they could engage the supplement user, and have them purchase other higher-margin products on the site, it might work out in their favor. Or, maybe they are smarter than we thought and had a plan to get into the supplement industry all along and wanted to build their customer-base first before they started their own line? Either way, if I were e-commerce sites or supplement brands, I’d keep a very close eye on what Amazon is doing over the next several months and plan their strategy moving forward accordingly before it’s too late and they’re shuffling to quick make a change. They could very well be making an Amazon supplement line for sport nutrition.
The old Bodybuilding.com model almost seemed prehistoric when Amazon started getting into the supplement market and selling products on their website. It seems like Amazon knew exactly what the consumer wanted and give it to them. Now you can order your favorite protein, use Amazon Prime, and have it at your door in two days or less along with any other household item you could possibly want under the sun. Amazon is becoming a full-blown beast across many industries.
So, not only has Amazon clubbed the competition over the head, but now they want to go after the supplement market with their own private label named Amazon Elements—which actually isn’t new.
Amazon isn’t opening the door, they’re kicking it down
Back in 2014 Amazon started their private label brand when they came out with and launched their own line of baby products—specifically baby wipes and diapers. I only know this because we had a baby the same year which peaked our interest in possibly trying out their new line of products. Unfortunately for Amazon, their baby products didn’t set the world on fire. In fact, the only product that they ended up keeping were the baby wipes. Despite their failed baby line, jumping into the supplement market, while nowhere in the same realm of baby products, seemed like a very good idea for them. Their online supplement sales are growing year over year, and with their new initiative to do more in the space, it only seems reasonable that they would give their own private label line a shot.
As of right now at the time of writing this, Amazon is only dipping their toes in the water to get a feel for how well the brand will sell. If it’s anything like their baby line, the products might fizzle out fairly quickly, but only time will tell. For the time being, Amazon is only releasing four products on their website: Calcium Complex, Turmeric Root Extract, Vitamin D2, and Vitamin K2. These products are only available to my knowledge through the Amazon Prime program.
The packaging of the product is pretty basic, but I’d assume that is on purpose to make it look like a mass type of product versus anything hardcore like some brands in the market, and yes, there are plenty of brands out there who have “hardcore” vitamins and minerals which is kind of laughable. But, the Amazon Element labels are black with a transparent smoke colored bottle and black lid. There’s some color on the label dependent on the product, but other than that, the labels are fairly bland.
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