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As Amazon continues to grow its private-label and exclusive brand offering, it is finding success in the diaper and health categories. Sales have tripled since Amazon launched the exclusive diaper brand Earth+Eden in August 2018, and Amazon’s private-label herbal supplements sales grew 45% between Q1 and Q2 2018. Piggybacking on this success, the company debuted three new exclusive brands this month: A vitamin brand by GNC called CHALLENGE, an infant formula brand by Perrigo called Love & Care, and a line of hand sanitizers. In expanding its exclusive and private-label offerings, the company is nestling its price point between those of traditional and indie brands, with a cost of somewhere between $17-$20 per unit.

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