Amazon Basics
Comprehensive Brand Analysis
Fast Facts
Company History & Milestones
• 2009: Amazon launches its private-label brand AmazonBasics (now styled Amazon Basics), initially focused on electronics and household goods.
• 2017–2018: Amazon expands into vitamins & supplements under the Amazon Elements label featuring QR-code transparency and downloadable COAs; later launches Solimo supplements without those transparency features.
• 2023–2024: Multiple Solimo supplement SKUs (e.g., melatonin, multivitamin, fiber gummies) are rebranded as Amazon Basics (“Previously Solimo”) on listings; continued focus on mass‑market gummy formats.
• 2024: Amazon updates its Dietary Supplements Policy requiring verification via approved third‑party Testing, Inspection, and Certification (TIC) organizations and submission of COAs directly from labs. Separate FDA warning letters to Amazon (as a distributor/retailer) address third‑party marketplace products containing undeclared drugs.
Product & Manufacturing Profile
Core Products
N/A
Manufacturing Model
N/A
Quality Certifications
Third-Party Testing
Transparency
Ingredient Sourcing
Amazon Basics listings provide limited sourcing detail beyond standard supplement facts and allergen statements; supplier names and countries of origin are not routinely disclosed. (By contrast, Amazon’s separate Amazon Elements line historically offered QR‑linked batch information.)
Published Testing
No public, batch‑specific COA portal is offered for Amazon Basics; testing evidence flows to Amazon for compliance rather than to consumers.
Sustainability
No brand‑specific sustainability reporting for Amazon Basics supplements identified; environmental badges or programs (e.g., broader Amazon initiatives) are not consistently referenced on supplement listings.
Trust Score
Trust Score: 3/10
Reasoning: Trust Score: 3/5
Reasoning: Amazon Basics supplements benefit from Amazon’s scale, fulfillment controls, and the 2024 upgrade to Amazon’s dietary supplement verification policy, which requires third‑party TIC validation and COAs submitted directly from labs. However, consumer‑facing transparency is limited for Amazon Basics compared with Amazon Elements (which provides QR‑code COAs). Manufacturing partners and facility certifications are not disclosed, and there are no portfolio‑wide USP/NSF marks visible on listings. FDA warning letters to Amazon concerning third‑party marketplace products (not specific to Amazon Basics) highlight marketplace risk, though not brand‑specific recalls. Overall, Amazon Basics delivers accessible, value‑priced gummies, but fuller public disclosure (batch COAs, facility credentials, sourcing detail) would strengthen trust.
Sources
- Wikipedia – List of Amazon brands (Amazon Basics launched 2009; Elements supplements 2017)
- TechCrunch – Amazon Elements expands with invite‑only vitamins & supplements (transparency features)
- SupplySide/Jon – Amazon Elements transparency (QR codes with COAs)
- SupplySide/Jon – Solimo supplements launched without Elements transparency
- Amazon listing – Amazon Basics Melatonin Gummies (Previously Solimo)
- Amazon listing – Amazon Basics Adult Multivitamin Gummies (Previously Solimo)
- Amazon listing – Amazon Basics Fiber Gummies (Previously Solimo)
- Amazon Seller Central – Dietary supplements policy (annual third‑party testing and verification)
- Amazon Seller Forums – Policy update: verification via third‑party TIC (effective Apr 2, 2024)
- NSF – Overview of Amazon’s new dietary supplements policy & TIC process
- Certified Laboratories/Eurofins – FAQs on Amazon’s U.S. dietary supplement policy (COAs via approved TIC)
- FDA – Warning Letter to Amazon.com, Inc. (Oct 28, 2022) regarding products with undeclared drugs
- FDA – Warning Letter to Amazon.com, Inc. (Dec 20, 2023) regarding products with undeclared drugs
Featured Ingredients
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