Status: 22/09/2023, 05:54 a.m.
By: Stella Henrich
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Amazon is attacking traditional retail with the online sale of its own brands. The segment is still significantly smaller than that of its competitors on the market. What does this mean for consumers?
Kassel \u600 At the online retailer Amazon, there is nothing that does not exist. Almost all everyday items can be ordered with just one click. And if you order your computer, phone or even your underwear from the retail giant, you may also make a small trip online to the tegut supermarket to secure discounts on up to <> products.
From sausages, fresh fruit and vegetables, to baked goods, coffee beans, wine in the box and Persil detergent for their new underpants - Amazon customers will always find what they are looking for when they have a pint. And for a delivery fee of 3.99 euros to nothing at all, the order comes directly to the apartment door in the shortest possible time. Life really can't get any easier than this. But the U.S. wholesaler apparently no longer wants to leave the business with everyday goods to supermarkets and discounters such as Aldi and Lidl alone.
Amazon expands its range of groceries: 500 everyday products for daily use are already available
Amazon is offering more and more everyday goods under its own brand in Germany, attacking Aldi, Lidl and other retailers, reports the Berlin Tagesspiegel. The offer ranges from pepper to canned corn, coffee and jam to shower money, toilet paper and razor blades. According to the report, the retailer now has a total of 500 everyday products that are offered under various private labels. Something like "Our Essentials by Amazon".
Amazon is attacking retailers with its own brands: Aldi, Lidl and Co have so far offered consumers significantly more own-brand products in their range. ©
Retail expert Kai Hudetz, Managing Director of the retail research institute IFH Cologne, believes in the Internet company's idea of investing in the private label business. "Many consumers could well come up with the idea of ordering everyday products from Amazon," the expert told the Tagesspiegel. The company is thus unmistakably jumping on the trend of investing in its own private labels and thus taking market share away from brand manufacturers. Of course, the investment is not without reason. This is because more and more consumers are turning to the cheaper private labels of food retailers. A test shows that the products of Aldi, Lidl and Co can keep up with branded goods. Discounter Aldi even took a well-known brand, such as Nivea, off the shelf to place its own brand Lacura.
Amazon attacks Aldi, Lidl and Co: Private label assortment significantly smaller - delivery service for Prime customers free of charge
So will consumers buy their everyday items from the online giant in the future? Retail expert Hudetz counters that consumers are still strongly conditioned to buy consumer goods in brick-and-mortar stores. But this behavior is slowly changing. So far, the range of 500 private labels is also comparatively modest compared to supermarkets and discounters. Food retailers have up to 5000 own-brand products in their range.
A decisive advantage for many consumers, on the other hand, is likely to be that Amazon customers would receive the new private labels nationwide and without a minimum order value – often one day after the order – without a fee, according to the Tagesspiegel. This applies at least to Prime subscribers. According to the Handelsblatt, around half of the 41 million households in Germany use Prime. Aldi Süd, on the other hand, only delivers the goods free of charge to the front door from an order value of 50 euros. Rewe determines the delivery fee based on the date, order value and postcode. This can amount to almost five euros per purchase. At Edeka, there is a delivery fee of five euros with a minimum order value of 25 euros.
