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Amazon has a number of secret brands — here's what you need to know

by Sara Nachlis /

Amazon has made itself indispensable to the lives of millions of people.

Need toilet paper? Amazon's got you covered. Need a dress for a last-minute event? Thank goodness for free two-day shipping through Amazon Prime. With new technology like the Echo, along with Prime Music, Prime Video and now Amazon meal kits, the online retail giant is slowly making its way into all aspects of everyday life.

More recently, the Seattle-based company has decided to take its data on what customers are buying and sell its own products (often at cheaper prices) through in-house brands like AmazonBasics. By cutting out the middleman, Amazon can sell things like organic baby food, wagyu burgers and little black dresses for a fraction of the typical cost.

But as Quartz discovered, AmazonBasics is far from the only brand the retailer is selling. In fact, according to the publication, the company owns 19 brands, and not all of them clearly state they're affiliated with Amazon.

Some we knew about (Pinzon says it's "by Amazon," and MyHabit has been associated with Amazon for years), but we had no idea many of these brand were part of the Amazon family.

Let's take a look at some of the items those brands are currently selling.

Franklin & Freeman

Men’s shoe brand Franklin & Freeman makes stylish kicks at affordable prices.

Men's Taylor Plain Toe Oxford, $19 - $125, Amazon


Happy Belly

Fans of Prime Pantry and AmazonFresh have likely seen food company Happy Belly's nuts and spices come across their screen.

California Walnuts, Halves and Pieces, 16 Ounce, Pack of 2, $17, Amazon


Organic Cinnamon, Ground, 16-Ounce, $15, Amazon


James & Erin

If you're looking for fashion-forward yet modest clothing, James & Erin is the brand for you.

Women's Knit Wrap Dress, $13 - $34, Amazon


Women's Wrap Skirt, $17 - $45, Amazon


Lark & Ro

Women's clothing brand Lark & Ro has been a mainstay of Amazon's fashion section for over a year.

Women's 3/4-Length Quilted Coat, $34 - $75, Amazon


Women's Sleeveless Peplum Top, $35, Amazon


Mama Bear

Mama Bear baby products are sure to get moms who love organic products excited.

Organic Baby Food, Stage 2, Apple Blueberry, 4 Ounce Jars (Pack of 12), $12, Amazon


This product was so popular that it's sold out (for now)! In the meantime, check out the variety of products the Mama Bear line has to offer, including this bio-friendly baby laundry detergent.


The brand Mae's underwear and bras are pretty without being impractical.

Women's Lace Cheeky Hipster Panty, 3 pack, $18, Amazon


Women's Scoopneck Bralette with Lace, $16, Amazon


Beauty Bar

Cosmetics brand Beauty Bar has makeup accessories and skincare items.

Go Girl! Cosmetic Bag, $9, Amazon


Flawless Silk Facial Primer with Vitamin E, $24, Amazon


Scout + Ro

Scout + Ro kids' clothing makes very fashionable duds for both big and little kids.

Girls' Hooded Button-Front Cardigan Sweater, $18, Amazon


Boys' Five-Pocket Stretch-Twill Pant, $8, Amazon


Single Cow Burger

Burgers? From Amazon? That's right, Single Cow Burger sells frozen burgers and ground beef through AmazonFresh.

Wagyu Single Cow Burger (2 – 8 oz. Patties), 1 lb, $10 Amazon


91% Lean Grass-fed Single Cow Burger (2 - 8 oz. Patties), 1 lb, $10, Amazon


Small Parts

AmazonBasics sells simple versions of things like phone chargers and batteries. Small Parts sells basic versions of things like screws and fasteners.

Stainless Steel Sheet Metal Screw, Plain Finish, Flat Head, Phillips Drive, Self-Drilling Point, 3/4" Length, #6-20 Threads (Pack of 100), $8, Amazon


Roll-N-Cut Flexible Magnetic Tape Refill - 1/16" thick x 1/2" wide x 15 feet. (1 roll), $6, Amazon


North Eleven

North Eleven women’s clothing has got you covered if comfort is the name of your game.

Women's Open-Front Poncho, $7, Amazon


Women's Fringe Poncho, $9, Amazon



If you have an Amazon Fire, NuPro's tech accessories likely have a way to protect it.

Fire Standing Case (Previous Generation - 5th), Black, $10, Amazon



Lingerie company Arabella is exclusive to Prime members and offers everything from robes and nightgowns to bras and shapewear.

Women's Chemise with Lace Neckline, $26, Amazon


Women's Full Coverage Unlined Underwire Bra, $30, Amazon


H/t: Quartz

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