Amazon's Private Label Pushes Into Vitamins, Reshaping Retail Competition

Amazon is expanding its private label range with a new push into vitamins and supplements. The move comes as the company strengthens its position in multiple product categories, from groceries to baby care. Meanwhile, established retailers face growing pressure over supplement safety and pricing challenges.

Amazon's Elements brand now includes vitamins and nutritional supplements, available exclusively to Prime members. This follows earlier expansions into food basics under the Happy Belly label, covering nuts, trail mix, tea, and cooking oil. The company also offers premium snacks through Wickedly Prime, another line restricted to Prime subscribers.

The Elements range has already made waves in other areas. Its baby wipes now hold 16% of the market, up by 266% year-over-year. However, the brand previously sold diapers, which were discontinued in 2015 due to quality concerns and have not returned.

Amazon's dominance in both everyday and specialised products is putting pressure on competitors. Retailers like Walmart, Walgreens, Target, and GNC have been warned by regulators to verify the safety of their supplements or pull unsafe items from shelves. GNC, a long-standing name in the industry, is currently rebranding to tackle pricing and merchandising issues amid this scrutiny.

Amazon's private label growth continues to reshape online retail, with its supplements and baby wipes gaining traction. The company's expansion into new categories adds to the challenges faced by traditional retailers already under regulatory scrutiny. For now, the market share of its discontinued diapers remains unclear, but its success in other areas highlights its growing influence.