Amazon to Expand Bloom Street Private Label Offerings

Barron’s writer Tiernan Ray recently reported …

Pacific Crest’s Brent Bracelin  noted that Amazon is going  with a strategy of using “private label” goods to displace sales of household products and food, which can improve customer loyalty for Amazon and boost its profit margin.

Drawing on the work of colleagues covering consumer packaged goods, Bracelin, thinks Amazon is now expanding beyond an existing partnership with TreeHouse Foods, with something of its own called “Bloom Street”:

We believe that AMZN was recently approved to use the Bloom Street trade name and logo. What is important is that this trademark applies to a much broader range of products vs. Happy Belly and Mama Bear brands. Bloom Street encompasses not only a much larger pool of general grocery (particularly snacks, cereal, energy drinks and supplements), but also several large and important HPC categories such as razors, cleaning supplies and air fresheners (Happy Belly and Mama Bear only approved for diapers, napkins and some paper products).

Original Barron’s article here

 

Bloom Street categories identified in TESS

IC 003. US 001 004 006 050 051 052. G & S: Household cleaners, namely, cleaning preparations for household use

IC 008. US 023 028 044. G & S: Razors

IC 016. US 002 005 022 023 029 037 038 050. G & S: Paper; paper products, namely, paper baby bibs, burp pads of paper, paper bags and sacks, table linen of paper, tissue paper, wrapping paper and paper coffee filters; paper towels; toilet paper; napkins; facial tissue

IC 029. US 046. G & S: Soups, milk, dried fruits, pre-packaged dinners consisting primarily of meat, poultry, seafood or vegetables; salty snack foods, namely, nut-based snack foods, fruit-based snack foods, meat-based snack foods and potato-based snack foods; shakes; snacks, namely, nut-based snack foods, fruit-based snack foods, meat-based snack foods and potato-based snack foods; edible oils; processed nuts; trail mix consisting primarily of processed nuts; milk; yogurt; sour cream; eggs

IC 030. US 046. G & S: Coffee, breakfast cereals, tea, cookies, chocolate, pasta, rice, flour; prepackaged dinners consisting primarily of pasta or rice; salty snack foods, namely, cereal-based snack foods, grain-based snack foods, wheat-based snack foods, corn-based snack foods, rice-based snack foods, granola snacks and coffee-based snack foods; trail mix consisting primarily of granola; snacks, namely, bakery goods, candy, pretzels, cookies, crackers, cereal-based snack foods, grain-based snack foods, wheat-based snack foods, corn-based snack foods, rice-based snack foods, coffee-based snack foods and granola snacks; spices

IC 031. US 001 046. G & S: Pet food, dog food, dog treats

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