In the USA, Amazon is currently building its own Aldi empire in the online shop. With its inexpensive own brands, the US giant is currently increasing the pressure on classic supermarkets and is relying on the tried and tested discount store principle.
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What is already the case for household items, electrical appliances and kitchen gadgets now also applies to food. The online giant is increasingly relying on its own brands, on the one hand to offer lower prices and also to create stronger customer incentives.
As the US industry magazine "Grocery Dive" reports, Amazon is now increasing the pressure on classic supermarkets and discounters in the USA. The company is based on a common discounter concept that we are used to in this country from Aldi or Lidl, for example.
The company has now launched the Aplenty food brand. The US giant is particularly targeting chips and snack brands. Amazon wants to sell over 100 food products through this brand. These include pita chips, mini cookies, mustard, ketchup, crispbread, spreads, baking mixes and other products that almost everyone has in their kitchen and that are bestsellers in the supermarket.
The products are much cheaper than well-known brands. Aplenty crackers are currently available in New York for $ 3.19. The pack of the well-known cracker brand Ritz, on the other hand, costs the equivalent of US $ 4.79.
Why is Amazon launching its own food brands?
In small stages, Amazon is building a kind of mini-Aldi in its online shop. In Germany, brands such as "Lifelong" for pet food, "Mama Bear" for baby diapers, "Presto" for toilet paper, "Amazon Basic" for batteries, "Solimo" for shower gel or "Happy Belly" for breakfast cereal are now appearing - and this trend is increasing. Consumers are mainly attracted by the low price.
Similar to Rewe, Kaufland or Rossmann, Amazon uses targeted approaches. Rossmann supports social projects with its own brand "Babydream", Kaufland speaks with K-Free for lactose-free and gluten-free products to consumers with food intolerances and under Rewe Bio, customers can buy ecologically and sustainably produced goods. Aplenty from Amazon, on the other hand, "celebrates the joy of unique taste without artificial flavors or synthetic color additives," says the online store in a flowery way.
Industry observers emphasize that own brands contribute to customer loyalty. In addition, dealers can also loosen their dependence on brand manufacturers. You are in a better position when negotiating conditions and can, for example, obtain lower prices.
Amazon relies on savings subscriptions
In addition to the wider range and the low price, Amazon is more consistently using so-called savings subscriptions for its own brands. Customers who choose to receive selected products are automatically sent to their home at regular intervals. If you take out a subscription, you save a third of the price in the best case. With such savings subscriptions, customers usually stay loyal to a brand. At the same time, it is becoming difficult for other brand manufacturers to reach customers. The result is higher costs for marketing and advertising.
"Amazon Basic" shows how dangerous Amazon is for many supermarkets. Over 90 percent of all battery purchases on Amazon go through this brand. This brand accounts for around a third of all batteries bought online.
At the request of the industry service AdWeek, Amazon remains relaxed . "It's a common retail practice." And further: "Like many other retailers, we want to offer customers more choice, quality and lower prices with our private labels," says a US spokesman.
Supermarkets in the USA, on the other hand, are concerned about the Amazon offensive. The popular chains Target and Kroger have already announced that they will also be launching new own brands. This should make 660 products cheaper.