20 Generic Brands That Amazon Created

Couple using paper towels
LightField Studios / Shutterstock.com

Perhaps you’ve heard of AmazonBasics. It’s among Amazon’s oldest house brands, introduced 11 years ago next month. In a way, AmazonBasics is to Amazon what the Kirkland brand is to Costco.

But chances are good that you’ve never heard of many Amazon brands. In recent years, the retail giant has amassed dozens of private brands and other product collections that are exclusive to Amazon — basically, forms of generic brands or house brands.

And just as the house brands sold in stores generally are cheaper than the brand-name equivalents that sit next to them on the shelf, Amazon-brand products may offer better value than their brand-name counterparts.

In fact, some of the steepest discounts that Amazon has offered during the past few Prime Day sales were on its own brands.

So, it pays to get to know the exclusive brands of the nation’s second-largest retailer based on sales.

Following is a look at some of Amazon’s own brands.


AmazonBasics has become an expansive brand over the past decade, comprising everything from LED lightbulbs and motor oil to bedding and luggage.

Just to name a few, the AmazonBasics product categories include:

Amazon Elements

The Amazon Elements brand boasts premium products that are tested for purity. Products currently include:


As Amazon describes it, the Solimo brand “offers a variety of everyday goods at a just-right price.” And it’s a wide variety, at that — everything from coffee pods to incontinence underwear.

Solimo product categories include:

3 more food brands

In addition to the Solimo brand, Amazon sells food under several other house brands, including:

  • Happy Belly: A line of grocery staples like vegetable oil and peanut butter
  • Mama Bear: A line of baby products, including organic baby food
  • Wickedly Prime: A gourmet snack line

3 more furniture brands

The AmazonBasics brand offers a wide variety of basic furniture, from office chairs to bed frames. But if you’re looking for something a bit more stylish, Amazon still has you covered.

Its brands include several lines of furniture and home decor, such as:

  • Ravenna Home: Described as “classic style made simple”
  • Rivet: Described as a combination of “Mid-century and Industrial Modern design”
  • Stone & Beam: “Designed to marry enduring, rustic style with practicality and the realities of everyday family life”

11 clothing and accessories brands

Amazon also has a host of clothing brands now. They include:

  1. 206 Collective: Shoes for men and women
  2. 28 Palms: Hawaiian-inspired clothing for men and women
  3. Amazon Essentials: Wardrobe basics for the whole family
  4. Core 10: Athletic wear for women
  5. Daily Ritual: Casual clothing for women
  6. Goodthreads: Denim for men and women
  7. Lark & Ro: Wok attire for women
  8. Mae: Underwear, sleepwear and loungewear for women
  9. Moon and Back: Baby clothing made from organically grown cotton
  10. Obsidian: Sunglasses for men and women
  11. Spotted Zebra: Kids clothing

Disclosure: The information you read here is always objective. However, we sometimes receive compensation when you click links within our stories.