In addition to the packaging changes, Vitacost.com has organized its own brand supplement line into three major brands.
Amazon has more than half its customers in some form of brand intimacy, where they feel personally connected to that brand, compared with 42% for Whole Foods customers, according to MBLM.
The Prime Wardrobe subscription service offers shoppers more than a million items from Amazon's private labels as well as from national brands.
While Amazon was disrupting the U.S. grocery market, Walmart was beefing up its fashion portfolio with the acquisition of Bonobos.
Despite the many sales that showrooming has afforded Amazon throughout the years, the retailer surely doesn't want to become a victim going forward.
Currently, Whole Foods possesses a 2.7% market share of the $611.9 billion supermarket industry, according to IBISWorld.
Despite a decline in the overall health and personal care, baby and grocery categories industry-wide, Amazon is grabbing double-digit wallet share.
To combat uncertainty and stretch dollars, 89% of millennials are buying private label brands, IRI noted, as compared with 81% of the total population.
Part of Wayfair's success in the first quarter of 2017 was driven by the online retailer's house brands penetration.