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AmazonBasics products are now best-sellers in 22 of Amazon's 51 categories

2 months ago by Joshua Fruhlinger in Trends

With terabytes of sales and consumer interest data in its back pocket, Amazon ($NASDAQ:AMZN) launched AmazonBasics in 2009. It has since become the best-selling private label brand on Amazon.

There are now more than 2,000 AmazonBasics products sold at the e-commerce giant, from batteries to puppy pee pads. AmazonBasics accounts for a relatively small slice of Amazon's overall sales — $7.5 billion of $232.9 billion in 2018 according to analysts — but that number is growing, and the AmazonBasics brand has become a valuable trademark on its own.

Amazon publishes — and we track — a daily top-100 sales rank chart for 51 categories. Since 2016, 423 AmazonBasics products have charted in the top 100 across 22 of its categories. The most popular AmazonBasics product are AA batteries followed by microfiber cleaning cloths.

Where AmazonBasics really shines is in the Office Products and Cell Phones & Accessories categories. Among office products, AmazonBasics items have charted in the top-100 4,7100 times since April 2016. In that same time period, Cell Phones & Accessories products have charted 4,030 times.

While Amazon's private label is clearly helping to maximize profits, they are rarely #1 sellers. In fact, on average, AmazonBasics products tend to rank somewhere in the middle of the top-100, especially as of late. The only products to average in the top-10 of their respective categories for any significant time period include AA batteries, microfiber cloths, and AAA batteries. 

We compiled the 20 best-selling AmazonBasics products by looking not just at each product's average category sales rank, but also how many days it ranked in the top-100 as a way to gain a better understanding not just of which products sell well, but which ones sell well over time.

Name

Category Rank (Average)

Days in top 100

AmazonBasics AA Performance Alkaline Batteries (48 Count) - Packaging May Vary

3.31

420

AmazonBasics Microfiber Cleaning Cloth - 24-Pack

6.03

416

AmazonBasics AAA Performance Alkaline Batteries (36 Count)

7.21

401

AmazonBasics High-Density Round Foam Roller, Black and Speckled Colors

12.10

299

AmazonBasics Hanging File Folders - Letter Size, Green, 25-Pack

17.77

328

AmazonBasics High-Density Round Foam Roller

19.79

338

AmazonBasics Thick Microfiber Cleaning Cloths - 3 Pack

25.24

428

AmazonBasics XLR Male to Female Microphone Cable - 6 Feet

34.06

363

AmazonBasics 9 Volt Everyday Alkaline Batteries (8-Pack)

36.29

603

AmazonBasics Pet Training and Puppy Pads

38.81

300

AmazonBasics USB 2.0 Extension Cable - A-Male to A-Female - 9.8 Feet (3 Meters)

39.19

461

AmazonBasics USB 2.0 Cable - A-Male to B-Male - 16 Feet (4.8 Meters)

39.96

399

AmazonBasics AAA Performance Alkaline Batteries (20-Pack) - Packaging May Vary

47.34

553

AmazonBasics Hanging File Folders - Letter Size (25 Pack) - Assorted Colors

47.78

362

AmazonBasics Thermal Laminator

49.47

412

AmazonBasics XLR Male to Female Microphone Cable - 10 Feet

49.81

365

AmazonBasics D Cell Everyday Alkaline Batteries (12-Pack)

51.92

532

AmazonBasics AA Performance Alkaline Batteries (20-Pack) - Packaging May Vary

57.24

425

AmazonBasics C Cell Everyday Alkaline Batteries (12-Pack)

59.47

404

Private label brands are huge money makers not just for Amazon, but also for Walmart, Target, Costco, and other big-box retailers. They're such marketplace disruptors that presidential candidate Elizabeth Warren wants to bar tech giants from participating in their own marketplaces as part of her plan to break up big tech.

If she gets her way, Amazon would likely be forced to shutter — or spin off — AmazonBasics.

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Joshua Fruhlinger

Joshua has been writing about technology, lifestyle, and business for over 20 years. He's one of the original writers and editors for Engadget, and still writes a...

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