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On its e-commerce website, Amazon offers seven varieties of Wag cat food: beef and chicken, beef, chicken and giblets, salmon and chicken in gravy, tuna and giblets in gravy, turkey and chicken in gravy, and turkey and giblets.
In the description for the beef and chicken, Amazon promotes Wag cat food as containing beef broth, beef and chicken as the first ingredients. The description notes that the cat foods contain no added corn, wheat or soy, as well as no artificial colors, flavors or chemical preservatives.
Amazon’s private label cat foods are made in Canada. A 24-pack of three-ounce cans sells for US$19.99.
In November 2018, Amazon launched a private label pet food brand in Europe. The brand, Lifelong Complete, is Amazon’s first foray into the private label pet food market in Europe. So far, Amazon’s Lifelong Complete brand includes six cat foods and two dog foods, with accompanying Vine reviews. Along with the European release of Lifelong Complete, Amazon’s private label dog food Solimo is now available in the United Kingdom. Solimo was previously only available in the United States.
In September 2018, Amazon expanded the range of exclusive dog foods and other pet products sold on the internet retail website in the United States. Two more dog food brands are now sold only on Amazon: Solimo dry dog food and Simply Perfection wet dog food. These two brands sell at respectively lower and higher price points than Wag, the private label dry dog food Amazon released in May.
In June 2018, Amazon launched its Solimo brand. The products under the umbrella of this Amazon private label range from sunscreen to trash bags, and all of them tend to sell for a bit less than national brands. Beyond price, the products also tend to have positive reviews.
Likewise, Solimo dry dog food sells for less than Wag. For example, a 30-pound bag of Solimo dry dog food lamb and rice recipe costs US$34.99. A 30-pounder of Wag dry dog food lamb and lentil recipe sells for US$44.99.
Despite the lower price, Solimo does make some of the same pet food trends as Wag. The description notes that the dog food is meat first, and “Australian and New Zealand Lamb is the #1 ingredient.” Amazon promotes Solimo dog food as containing, “No corn, no soy, no wheat recipe; no added artificial colors and flavors, no chemical preservatives.”
On the other end of the premiumization spectrum, lies Simply Perfection wet dog food, produced by co-packer Perfection Pet Foods. Amazon markets this dog food as superpremium. Three varieties of Simply Perfection target specific pet food market trends: meat first, grain-free and limited ingredient diets. Simply Perfection’s marketing makes other claims that are similar to Solimo and Wag, such as no soy, wheat, artificial flavors, artificial colors, or artificial preservatives.
A variety pack of Simply Perfection grain-free chicken, salmon and turkey wet dog foods sells for US$29.66 per 12-can carton. For comparison, a similar quantity of Purina One Beyond ocean whitefish, salmon and sweet potato recipe costs US$21.53.
Amazon launched their own private label pet food on their website on May 2, 2018. Amazon’s Wag brand currently includes only dry dog food in several varieties. Wag dog food is available only to Amazon Prime subscribers, a service that offers two-day shipping and other perks.
Both in packaging and formulation, Amazon’s private label dog food follows popular trends in the wider pet food industry.
The imagery used on Wag puppy and adult dog food bags suggests active lifestyles, human-pet interaction and natural environments. The adult dog food formulation bag features a young person with their dog by their side. The pair overlooks a bay surrounded by mountains. The puppy formulation depicts a running puppy carrying a tennis ball through a grassy field.
The Wag dog food formulations themselves follow pet food trends including no-grain, meat as first ingredient, high protein, involving veterinarians and made in the USA.
For example, Wag Dry Dog Food Lamb and Lentil Recipe is marketed on Amazon.com as: