How Amazon attacks Aldi and Lidl with its own brands

New York, Düsseldorf In Germany, Amazon is offering more and more everyday goods under its own brand – and is thus becoming a competitor to Aldi and Lidl. The “Our Essentials by Amazon” brand ranges from pepper to canned corn, coffee and jam to shower gel, toilet paper and razor blades, so it corresponds to the core range of supermarkets and discounters. Industry experts see the secret expansion as an attack by the Internet giant on retail.

There are now 150 products from this entry-level price brand alone in this country – almost six times as many as when the offer was launched in January 2022. Amazon has recently increased the number significantly, as an analysis of the price comparison app Smhaggle for the Handelsblatt shows. In total, Amazon already offers 500 everyday products under various own brands.

Amazon did not want to comment on the figures when asked. However, company circles say that they want to continue investing in their own brand business.