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Amazon launches its own pet products brand Wag Inc. has started its own brand of pet products, called Wag, expanding on existing private-label efforts that include batteries, baby products, clothing and household goods.

The Wag brand launched Wednesday with dry dog food and Amazon plans to expand the selection to include other pet supplies. The brand is available only to Amazon Prime subscribers, who pay monthly or annual fees in exchange for fast delivery as well as video and music streaming.

The move is a threat to Petco Animal Supplies Inc. and PetSmart Inc., which purchased last year for more than $3 billion, as well as big box retailers and supermarkets that sell pet supplies. Dog food is a difficult item to sell profitably online because it’s heavy and expensive to ship. It appeals to Amazon as a product pet owners purchase frequently, keeping the online marketplace top of mind during buying decisions. It is also a major staple for grocery stores and retail competitor Walmart Inc., which has its own private label dog foods, including Ol’ Roy., which was previously owned by Quidsi Inc., now redirects to Amazon’s pet supplies page, which includes a new icon for the private-label dog food. The e-commerce giant closed Quidsi last year, saying it couldn’t make a profit. Seattle-based Amazon purchased Quidsi, which also owned and, for $545 million in 2011 to eliminate a competitor and gain customers.

U.S. pet owners will spend $72.1 billion on animals, care and supplies this year, with about $30 billion on pet food, according to the American Pet Products Association.

Amazon began selling pet beds and carriers under the AmazonBasics brand in 2016, with pet carrier sales totaling $2 million last year, according to a March report by One Click Retail, which monitors e-commerce sales.

Amazon’s other recent private-label pushes include bedroom, dining-room and office furniture under the Rivet and Stone & Beam lines. It also reintroduced its own diapers under the Mama Bear brand last year after killing a diaper brand three years earlier.

Rubaitul Azad

I’m a professional Web , UI , UX IA & Ixd Developer . I love design since i was a small kid. I learned how to program by working on lots of different website projects starting from a pretty young age. So i decide to make my love to my job. I always recommend for people to simply get stuck in and enjoy what they’re doing, and don’t worry too much about the certificates.


  1. Hello ,

    I saw your tweet about animals and thought I will check your website. I like it!

    I love pets. I have two beautiful thai cats called Tammy(female) and Yommo(male). Yommo is 1 year older than Tommy. He acts like a bigger brother for her. 🙂
    I have even created an Instagram account for them ( ) and probably soon they will have more followers than me (kinda funny).

    I have subscribed to your newsletter. 🙂

    Keep up the good work on your blog.


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