Amazon Dash Launches Exclusive Co-Developed Products with Brita

Amazon, just off a week of launching private label fashion, this week has launched a co-developed “smart” IOT connected Brita Infinity Pitcher from the Clorox Company. The device uses Amazon Dash Replenishment connectivity to automatically track usage and reorder cycles for new filters to be delivered by Amazon.

According to Daniel Rausch, Amazon’s Director of Amazon Devices  “Amazon is all about making our customers’ lives more convenient. Our goal is to ensure customers always have the everyday essentials they need, and with Dash Replenishment, smart household products know when it’s time to reorder to keep those essentials in stock.”

By developing exclusive items like this Britta Infinity Pitcher Amazon is increasing its ability to differentiate and reduce price intensity on new and innovative items.  At the $44.99 price  plus $11.99 for the refill filters, compared to a normal range for pitchers of $20-32 for pitchers  and $5-8 for filters this is a way to improve the category for Amazon while capturing all the filter business. Like Costco with Kirkland co-branding this is a private branding strategy that can work for both brands and retailers.

Here is the link to the product on Amazon