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Amazon Plans to Start Selling $10 Bras and Launch a... Fitness Line?

monster1991 profile picture
February 13, 2017 · 5.3k Views

amazon private label

Bidness ETC

Amazon is no newcomer to the fashion space and according to Business Insider, the e-commerce retailer plans to launch its own private-labeled bras to debut in the next month or so. The bras are expected to be priced starting at $10, a big thumbs up on affordability compared to popular lingerie and underwear brands like Victoria’s Secret or Agent Provocateur.

The news of this venture is no surprise since Amazon has also had a few other private-label brands that are already being sold on the site. These brands include Franklin & Freeman, Franklin Tailored, Lark & Ro, Society New York and more. Consequently, Amazon is already selling its own line of lingerie, Iris & Lily, in the UK.

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In other news, we discovered from the folks at recode that Amazon is reportedly looking for a “brand manager” position and is looking for someone “to build authentic activewear private label brands that have compelling and unique DNA and deliver amazing consumer valued innovation.”

Amazon’s many moves for their own private label brand comes in an initiative to cement their foothold in the online fashion space. From fashion apparel for men and women to lingerie and bras, private-label brands are a way for retailers to increase their own profit margin while offering shoppers a budget friendly alternative to name brands (think Victoria’s Secret, Nike, Adidas, Zara and other known mid-to-high tiered brands).



Another more recognizable private-label from Amazon is known as AmazonBasics where shoppers can find anything from electronics to kitchenwares all under Amazon’s own label. Amazon’s expansion into multiple retail fronts will mean more pressure on competitors Walmart, Best Buy, Target and countless other retailers. Plus, with their venture into brick-and-mortar as well (Amazon Go), we’re bound to see some drastic change in the retail landscape this year.


List of Amazon Private-Label Brands

  • AmazonBasics

  • Amazon Echo

  • Amazon Mom

  • Amazon Elements

  • Mama Bear

  • Happy Belly

  • Presto!

  • Franklin & Freeman

  • Franklin Tailored

  • James & Erin

  • North Eleven

  • Lark & Ro

  • Scout + Ro

  • Society New York

  • Iris & Lily (UK)

  • Wickedly Prime


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monster1991 profile picture
I wanna be the very best like no one ever was. Couponing is my real test, to cut them is my cause. I will travel across the land, searching far and wide. Each store to understand, the discounts that's inside.
MusicalDealerJun 19, 2017
You had me at $10 bras...
terryjlee60Feb 15, 2017
I have never bought from Amazon, because I am behind times electronically. Wish I knew how to order online, because some things are cheaper if ordered online.

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