Amazon dominates online battery sales with its private label


Move over, Duracell! Amazon’s private label of batteries is the king of the hill when it comes to online sales.

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Amazon’s house brand gives name brands a run for their money in online sales

Amazon dominates batteries, baby wipes and speaker sales online with private labelFirst, here’s an amazing stat yet one that’s totally believable: Amazon accounts for 94% of all online battery sales across the board! That’s according to new info from data management firm 1010data, and it speaks volumes about Amazon’s dominant position in online retail.

1010data arrived at that finding by surveying more than 10 million consumers between September 2015 and August 2016. Talk about a huge sample size for a survey.

Among the other insights the firm reports, Amazon’s private label of batteries, AmazonBasics, has a 31% market share versus other brands sold online. The second nearest competitor, Duracell, only claims 21% of all battery sales online by brand. 

Keep in mind these sales figures reflect online sales only—not offline sales in traditional brick and mortars.

Which off-brand battery will you be buying this holiday season?

Consumer Reports recently took a look at which off-brand AA batteries perform the best when put in flashlights and toys. While their test did not include Amazon’s batteries, the results were just as illuminating…

Battery Price per battery Overall score
CVS Max AA Alkaline 92 cents 82
Kirkland Signature (Costco) AA Alkaline 50 cents 80
Rite Aid Home AA Alkaline $1.20 79
Walgreens W Alkaline Supercell AA 90 cents 71
CVS AA Alkaline $1.07 62
Dynex (Best Buy) High Capacity AA Alkaline 31 cents 60

A couple of things to note here. First, who would have thought that CVS offers a ‘Max’ battery that’s better and cheaper than the standard version?

Second, the magazine reported that the CVS Max got ‘excellent’ scores for use in both flashlights and toys. Costco, Rite Aid and Walgreens all got ‘very good’ scores in both those categories.

But beware if you’re using the CVS AA (standard, not Max) or the Best Buy store brand. The former performs better in toys than in flashlights and the latter only has middling reliability in both toys and flashlights.


Clark has long sung the praises of Costco’s store brand batteries.

‘I cross a line sometimes that is totally wrong. I’ll be in Costco and I’ll see somebody put name-brand batteries in their shopping cart. I know it’s not my place to do so, but I direct them to Kirkland Signature brand anyway,’ he says. ‘Oh, the looks I get when I do that!’

Read more: Amazon readying expanded private label brand Bloom Street

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