Amazon has launched ‘Aware’, a new own-label range of products across several categories that are certified to meet sustainability criteria.
Part of the online giant’s ‘Climate Pledge Friendly’ programme that launched in 2020, the eco-orientated range made its debut this week in several markets, including the UK and US, offering clothing, home, beauty, and household essentials at “affordable” prices. There are currently 50 products in the Aware range, such as sweatshirts, bedding, face cream, and toilet paper, with more lines expected to be added in the coming months.
The products are made from materials such as recycled polyester, organic cotton, and bio-based ingredients with certifications specific to product type.
“We are committed to creating programs that contribute toward a more sustainable future,” said Matt Taddy, VP of Amazon Private Brands.
“We are excited to introduce Amazon Aware, as it’s another step that continues in our commitment to test, learn, and innovate, while offering low-priced, everyday essentials to our customers, all with third-party certifications featured in our Climate Pledge Friendly program.”
NAM Implications:
- This says it all: ‘offering clothing, home, beauty, and household essentials at “affordable” prices’
- And having got your attention…
- …and this initiative being Amazon…
- …will have consequences.
- Best for suppliers (and retailers) in these categories to reassess relative competitive appeal…
- …before the categories rebalance themselves.
