Amazon launches a new private label

In addition to third-party sellers, private brands are also an important part of the Amazon platform. Currently, Amazon has about 400 private brands. Because they are "own" brands, private brands have more search advantages on the platform and are also a big competitor for sellers. Recently, Amazon launched a new private brand, Amazon Aware.

Amazon Aware focuses on environmental sustainability, including clothing, home furnishings, beauty and other categories. All products are designed and made of materials such as recyclable polyester, organic cotton and bio-based ingredients, and have obtained product-specific certifications. Amazon Aware is currently available for users in the United States, Canada and Europe .

Amazon launched the Climate Pledge Friendly program in 2020 to help customers discover more sustainable products on Amazon . The launch of the new Amazon Aware series is a continuation of this concept. All products under this brand have passed the third-party certified Climate Pledge Friendly program and consumers can purchase them through the Climate Pledge Friendly store on Amazon.com or Amazon Aware.

From the specific category point of view:

The skincare and beauty products are dermatologist-tested and formulated with ingredients like vitamin C, avocado oil, and shea butter, and they use aluminum bottles, glass jars, and refills to help reduce the use of single-use plastics. All products are certified by the Environmental Working Group’s list of known chemicals of concern.

Bedding and bath products use certified organic cotton and are OEKO-TEX certified “Green Made,” which certifies that the products are made using processes with low environmental impact and under socially responsible working conditions.

The garments are designed with fabrics made from recycled materials and carry third-party certifications such as Organic Content Standard 100, Global Recycled Standard and the HIGG Index Material Seal.

As e-commerce develops, the packaging waste generated has become a major problem of environmental pollution, and e-commerce platforms have gradually begun to promote environmental protection. In addition, surveys of European and American consumers also show that sustainability has become one of the important factors they consider when shopping online, and environmentally friendly products are more popular.

Amazon. Private Label

Amazon Aware