Many of Amazon's exclusive products look just like other brands you know and love — see them side by side

AmazonAmazon’s oil-free acne wash looks very similar to Neutrogena’s.
  • Amazon has big ambitions for its exclusive labels, launching hundreds of brands and thousands of products within them in recent months.
  • Some of its consumer-product brands, like Solimo and Mountain Falls, create products that look very similar to their name-brand counterparts.
  • This isn’t uncommon: many drug stores and big general merchandise stores do the same.

Many of Amazon’s private-label and exclusive brands likely look pretty familiar to consumers.

Amazon has big ambitions for its private labels and exclusive brands, launching hundreds of brands and thousands of products within them in recent months. Some of its consumer product-centric brands, like Solimo and Mountain Falls, create items that look very similar to their name-brand counterparts, which Amazon also sells. Solimo is a private label, while Mountain Falls is exclusive to Amazon.com.

In some instances, without looking twice, you could mistake Amazon’s exclusive brand for the name brand.


Read more:
Amazon owns more than 80 private-label brands – see the list

Amazon also plays into this. It often writes in small letters on the bottle: “compare to [name brand],” and on the product page, it writes: “If you like [name brand product], we invite you to try [Mountain Falls/Solimo product].”

This isn’t uncommon. Many drug stores and big general merchandise stores do the same, offering a budget version of the name brand in a similar-looking bottle.

Amazon’s private labels are still in their infancy, and they may not have struck gold yet. A recent report by Marketplace Pulse found that most of Amazon’s private-label sales have come from one brand: Amazon Basics.

According to an Amazon spokesperson, private-label products make up approximately 1% of the company’s total retail sales.

See how similar a select group of Mountain Falls and Solimo products look to their name-brand counterparts:


Baby lotion

AmazonJohnson’s baby lotion (left) vs. Amazon’s Mountain Falls baby lotion (right).

Johnson’s:
$US7.31 for one 27-ounce bottle

Mountain Falls (Amazon exclusive brand):
$US3 for one 27-ounce bottle


Oil-free acne wash

AmazonAmazon’s Mountain Falls oil-free acne wash (left) vs. Neutrogena’s oil-free acne wash (right).

Neutrogena:
$US20.01 for a pack of three nine-ounce bottles

Mountain Falls (Amazon exclusive brand):
$US14.98 for a pack of four six-ounce bottles


Body wash

AmazonAmazon’s Solimo body wash (left) vs. Dial’s body wash (right).

Dial:
$US15.96 for four 21-ounce bottles

Solimo (Amazon private label):
$US12.28 for four 21-ounce bottles


Sport sunscreen

AmazonBanana Boat’s sport screen (left) vs. Amazon’s Mountain Falls sport sunscreen (right).

Banana Boat:
$US6.07 for one eight-ounce bottle

Mountain Falls (Amazon exclusive brand):
$US4 for one eight-ounce bottle (only through Prime Pantry)


Laundry detergent

AmazonAmazon’s Mountain Falls laundry detergent (left) vs. Tide’s laundry detergent (right).

Tide:
$US11.97 for one 100-ounce bottle

Mountain Falls (Amazon exclusive brand):
$US9 for one 100-ounce bottle (only through Prime Pantry)


Skin cleanser

AmazonCetaphil skin cleanser (left) vs. Amazon’s Mountain Falls skin cleanser (right).

Cetaphil:
$US9.52 for one 16-ounce bottle

Mountain Falls (Amazon exclusive brand):
$US2 for one 16-ounce bottle (only through Prime Pantry)


Moisturizing body wash

AmazonAmazon’s Mountain Falls body wash (left) vs. Aveeno’s body wash (right).

Aveeno:
$US19.08 for three 12-ounce bottles

Mountain Falls (Amazon exclusive brand):
$US15.73 for four 18-ounce bottles


Sugar-free energy drink

AmazonAmazon’s Solimo energy drink (left) vs. Monster energy drink (right).

Monster:
$US15.48 for 10 16-ounce cans (only through Prime Pantry)

Solimo (Amazon private label):
$US14.99 for 12 16-ounce cans (only through Prime Pantry)


Hand soap refill

AmazonAmazon’s Solimo liquid hand soap (left) vs. Dial’s anti-bacterial soap (right).

Dial:
$US4.28 for one 32-ounce bottle

Solimo (Amazon private label):
$US3.99 for one 56-ounce bottle


Body wash

AmazonOld Spice body wash (left) vs. Amazon’s Mountain Falls body wash (right).

Old Spice:
$US32.90 for six 18-ounce bottles

Mountain Falls (Amazon exclusive brand):
$US18.86 for six 18-ounce bottles

Correction: An earlier version of this story referred to Mountain Falls as an Amazon private label. It is an Amazon.com exclusive brand that is not owned by Amazon.

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