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Amazon’s Incredible Web Of Businesses Shows Just How Large Its Ambitions Are


Everything about Amazon in 2019 is inconceivably big: Amazon will make up an estimated 38% of the US e-commerce market this year, according to the online commerce research firm eMarketer, and already dominates 67% of the online books, music, and video market; 46% of the online computer and electronics market; 45% of the online toy market; and 34% of online furniture sales. And with more than $25 billion in revenue just from Amazon Web Services last year, Amazon is the worldís largest cloud services provider.

Its sheer size and influence has caught the attention of regulators and lawmakers like Sen. Elizabeth Warren, who proposed a plan to break up Amazon and other technology companies in March. In its defense, Amazon said it makes up just 4% of all US retail sales.

But taken as a whole, Amazon is much more than a retail platform. The company ó which originally incorporated on July 5, 1994, under the business name ďCadabraĒ and started selling books under the new name Amazon on July 16, 1995 ó has expanded into a complex web of businesses and subsidiaries that make it easy to walk into and difficult to walk out of. Its reach stretches from review sites like Goodreads to shoe sales on Zappos to devices like Ring to baby clothing sold in its marketplace to educational tools for teachers, like entire math curriculums.

Few corners of business are untouched by Amazon. You might be shopping on an Amazon-owned site even if you donít think you are, or be looking at a website or using an app that uses one of many of Amazonís web services.

We compiled this list of all Amazonís businesses, brands and subsidiaries in honor of the companyís anniversary. In addition to the countless companies Amazon has acquired and services it has launched, we found Amazon has more than 80 private-label brands across all categories, including a dozen womenís clothing brands and (inexplicably) seven denim brands, showing how the company has expanded quietly, but at an aggressive pace. Quartz reported that Amazon has either been awarded or applied for 800 trademarks.

This list is not exhaustive (the company is pretty hush-hush about its businesses), some of the listed businesses here have been discontinued or absorbed into other services on the list, and there were lots of questions about how to categorize certain things. So the list is imperfect, but the point is: there are hundreds of products, brands, and services that Amazon offers that often donít even use the Amazon name. Take a look at whatís already crossed our radar ó this is just the surface, and surely there are many more to come.


An Amazon brand of womenís activewear.

28 Palms

An Amazon brand of menís floral-print button-ups and polo shirts.

206 Collective
An Amazon brand of leather-based menís and womenís shoes.

A for Awesome
An Amazon brand of childrenís clothing.

Amazon Essentials
An Amazon brand that offers menís and womenís basics.

An Amazon womenswear brand including bras, shapewear, and sleepwear.

Body Labs
Amazon acquired the 3D body model startup in 2017. It was recently recruiting volunteers to get their bodies scanned.

Buttoned Down
An Amazon menswear brand that offers business and casual options.

Cable Stitch
An Amazon brand of womenís knitwear.

The Cambridge Collection
An Amazon brand of womenís formalwear.

Camp Moonlight
An Amazon brand of womenís clothing.

Clifton Heritage
An Amazon brand of menís clothing and accessories.

Coastal Blue
An Amazon brand of womenís swimwear.

Comfort Denim Outfitters
An Amazon brand of menís denim.

Core 10
An Amazon brand of womenís activewear.

Crafted Collar
An Amazon brand of menís collared shirts.

Daily Ritual
An Amazon brand of womenís loungewear.

Denim Bloom
An Amazon brand of womenís denim.

East Dane
A subsidiary of Amazon, the global online retail site offers more than 125 designer menís brands.

Ella Moon
An Amazon brand of bohemian-inspired womenís wear.

Emma Riley
An Amazon brand of girls clothing.

An Amazon brand of womenís clothing.

The Fix
An Amazon brand of shoes and accessories.

Franklin & Freeman
An Amazon menís dress footwear line.

Franklin Tailored
An Amazon menís business wear line.

Good Brief
An Amazon brand of menís underwear.

Amazonís activewear brand.

An Amazon menswear brand.

HALE Denim
An Amazon brand of womenís denim.

Haven Outerwear
An Amazon brand of outerwear, including coats and vests.

Hayden Rose
An Amazon brand of womenís clothing.

Indigo Society
An Amazon brand of womenís denim.

Isle Bay Linens
An Amazon brand of menís clothing.

James & Erin
An Amazon womenís wear line.

Kid Nation
An Amazon brand of childrenís clothing.

Kold Feet
An Amazon brand of socks.

Lark & Ro
An Amazon brand that offers womenís wear-to-work staples and polished essentials.

Leather Architect
An Amazon brand of leather wallets.

Lily Parker
An Amazon brand of womenís denim.

The Lovely Tote Co.
An Amazon brand of handbags.

The Luna Coalition
An Amazon brand of womenís loungewear.

Madeline Kelly
An Amazon brand of womenís underwear.

Madison Denim
An Amazon brand of womenís denim.

An Amazon brand that offers fashion intimates, loungewear, and sleepwear.

Mariella Bella
An Amazon brand of womenís clothing.

Mint Lilac
An Amazon brand of womenís activewear.

Moon and Back
An Amazon brand of baby clothing.

North Eleven
An Amazon womenís wear line featuring cardigans, sweaters, and ponchos.

Ocean Blues
An Amazon brand of womenís swimwear.

Painted Heart
An Amazon brand of womenís clothing.

Paris Sunday
An Amazon womenís brand of dresses and separates.

Peak Velocity
An Amazon menís activewear brand.

An Amazon brand of womenís clothing.

The Plus Project
An Amazon brand of outerwear.

Quality Durables Co.
An Amazon brand of casual menís clothing.

Rebel Canyon
An Amazon activewear and sports apparel brand.

Rugged Mile Denim
An Amazon brand of menís denim.

Savoir Faire
An Amazon brand of womenís clothing.

Scout + Ro
An Amazon brand of clothing for children.

Software that recommends shoe sizes for customers. Amazon acquired Shoefitr in 2015.

Signature Society
An Amazon brand of womenís clothing.

The Slumber Project
An Amazon brand of pajamas.

An Amazon brand of womenís clothing.

Social Graces
An Amazon brand of womenís formalwear.

Society New York
An Amazon womenís business casual wear line featuring dresses and purses.

Something for Everyone
An Amazon brand of casual clothing and shoes.

Spotted Zebra
An Amazon brand of childrenís clothing.

Stocking Fox
An Amazon brand of stockings.

Suite Alice
An Amazon brand of womenís clothing.

Trailside Supply Co.
An Amazon brand of menís ski and snowboard gear.

True Angel
An Amazon brand of womenís clothing.

Ugly Fair Isle
An Amazon brand of Christmas sweaters.

Velvet Rope
An Amazon brand of womenís formalwear.

Wild Meadow
An Amazon brand of womenís clothing.

Wood Paper Company
An Amazon brand of menís clothing.

An online shoe and clothing shop owned by Amazon. It was acquired by Amazon in 2009 for $1.2 billion.


Amazon Elements
An Amazon brand that offers everyday essentials, such as vitamins and supplements.

Amazonís line of private-label skincare products, launched in 2019.


Amazon 4-star
A chain of three stores featuring a selection of the top products rated four stars and above for sale on The first Amazon 4-star store was launched in 2018.

Amazon Books
A chain of 19 brick-and-mortar bookstores that launched in 2015.

Amazon Go
A chain of 13 no-checkout convenience stores launched in 2016.

Presented by Amazon
A chain of four kiosks of top brands on that launched in November 2018.


Amazon Inspire
A resource group for teachers and educators to share and discover digital resources, worksheets, lesson plans, and assessments.

Amazon Whispercast
A platform that lets educators buy, manage, and distribute e-books and apps from Amazonís Kindle and Apps & Games stores, directly to students.

TenMarks Education
A company that provides personalized online math practice and enrichment programs for K-Algebra/Geometry using technology products. Amazon, which acquired the company in 2013, recently discontinued TenMarksí tools.


Amazon Alexa
Alexa is an intelligent personal assistant service developed by Amazon.

Amazon Cloud Cam
An internet-connected security camera that works with Alexa. The device, launched in October 2017, works as a part of Key by Amazon, a service offered to Amazon Prime members as a way to get deliveries inside their home by giving Amazon contractors a one-time code to smart locks.

Amazon Echo
A smart speaker that connects to the voice-controlled, intelligent personal assistant service Alexa. The market research firm eMarketer estimates the Echo will account for roughly 63% of all US smart speaker sales in 2019. To compare, the firm estimates Google will account for 31% of the market.

Amazon Fire
A tablet computer developed by Amazon and Quanta Computer.

Amazon Kindle
An e-book reader sold by Amazon.

A home automation company that creates outdoor and indoor security cameras. Amazon acquired the company for a reported $90 million in late 2017.

An Amazon brand of tech accessories, including screen protectors for Amazon Fire tablets.

A smart doorbell company Amazon acquired in 2018 for $839 million that offers a line of Wi-Fi-enabled devices and services including the Ring device, which is a Wi-FiĖenabled doorbell that can stream live video of a doorstep to a smartphone or tablet.


Amazon Wind Farm Texas
A 100-turbine wind farm in West Texas, opened in late 2017. The farm is the largest of Amazonís 18 renewable energy projects, including wind and solar farms, in the US. Amazon said it would purchase 90% of the facilityís output.


Amazonís grocery delivery service currently available in some US states, London, Tokyo, and Berlin, Munich, and Hamburg, Germany.

Amazon Restaurants
Amazonís food delivery service. The company recently shut it down.

Amazon Treasure Trucks
These food trucks are scattered around the country and sell everything from steak to Philips Hue lights.

Happy Belly
A private Amazon label of everyday essentials such as coffee and spices.

Prime Pantry
An Amazon service that ships nonperishable grocery items for an additional fee.

Single Cow Burger
Burger patties made exclusively for AmazonFresh.

An Amazon brand of dog food.

Whole Foods Market
Amazon bought Whole Foods in 2017 for a reported $13.7 billion. Whole Foods is a brick-and-mortar supermarket chain featuring organic foods as well as foods without artificial preservatives, colors, flavors, sweeteners, or hydrogenated fats.

Wickedly Prime
An Amazon brand that offers food and beverages such as popcorn, chips, soup, and tea. Itís like Amazonís version of Trader Joeís.


Amazon Lending
An invite-only loan program Amazon offers to sellers at various interest rates. The company said it has loaned billions of dollars to sellers since the program launched in 2011.

Amazon Pay
Amazonís online payment-processing service launched in 2014. The company launched an earlier version of payment services in 2007 called Amazon Flexible Payment Services, which it discontinued in 2015.

Amazon acquired Tapzo, the popular Indian payment platform, for a reported $40 million in 2018. Then it shut down the company and moved its users to Amazon Pay.


Amazon GameOn
An Amazon business launched in 2018 that enables developers to add e-sports competitions to mobile, PC, and console games so that players can win prizes.

A video game service company known for Curse Voice, which is like Skype for gamers. Players can easily get in touch and speak with each other over the internet as they play a game.

Double Helix Games
A video game development company acquired by Amazon and renamed Amazon Game Studios in 2014.

Amazon in 2017 acquired GameSparks, a ďbackend as a serviceĒ provider allowing game developers to build gaming features and manage them all in the cloud.


1492/the Amazon Grand Challenge/Project X
A secret lab dedicated to health care research started in 2014. The project has reportedly started pitching Hera, which analyzes electronic medical records for incorrect codes or misdiagnoses.

Basic Care
Amazonís over-the-counter medicine line that includes products ranging from its own brand of ibuprofen to hair-regrowth treatment.

An online pharmacy purchased by Amazon for a reported $1 billion in 2018. PillPack is an online pharmacy that sends customers prepackaged medication doses.


Amazonís brand of household supplies, kitchen accessories, and tech accessories.
A wholesale fabric store.

Mama Bear
Baby and family-focused products from Amazon, including diapers, baby food, and laundry detergent.

Pike Street
An Amazon brand of linens.

An Amazon brand that offers everything from luxurious sheet sets, duvet covers, and comforters, to high-quality bath mats and bath towels.

A household-essentials line from Amazon that offers bio-based laundry detergent, dish soap, paper towels, and more.

An Amazon private-label brand of midcentury modern furniture and decor.

Small Parts
An Amazon brand of spare parts, including magnets and steel wire.

An Amazon brand of assorted household, personal care, beauty, and pet products.

Stone & Beam
An Amazon brand of furniture made with performance and stain-resistant fabrics to last.

An Amazon brand of outdoor furniture.


An Amazon-owned company that offers vintage books, rare collectibles, and fine art sold by independent sellers.

A marketplace for professional narrators, authors, agents, and producers to connect and create audiobooks.

Amazon Media on Demand
An Amazon business that manufactures and ships CDs and DVDs.

Amazon Prime Music
Amazonís ad-free access to curated Prime Playlists and personalized Prime Stations available to Prime members.

Amazon Prime Video
Amazonís internet video on demand and streaming service.

Amazon Publishing
Founded in 2009, Amazon Publishing publishes and owns a number of imprints, including Montlake Romance, Thomas & Mercer, 47North, and Amazon Crossing.

Amazon Rapids
Amazonís collection of childrenís books in the format of text messages between characters.

Amazon Studios
A division of Amazon that develops television shows, distributes and produces films.

Amazon Tickets
An Amazon business launched in the UK in 2015 that sold tickets to concerts and live events. It was closed in 2018.

A subsidiary of Amazon that sells and produces audiobooks and shows on the internet.

A website of audiobooks available for purchase. It closed in 2018.

Avalon Books
The book publisher, which Amazon acquired in 2012, specialized in hardcover mystery, ďwholesomeĒ romance, and Westerns. Avalon books are now published under imprints of Amazon Publishing.

Book Depository
The UKís largest online bookseller has millions of titles available for shipping within 48 hours.

An on demand self-publishing service Amazon acquired in 2005.

Box Office Mojo
A site owned by IMDb, which is owned by Amazon, that tracks box office revenue and publishes the data on its website.

Brilliance Audio
An audiobook publisher bought by Amazon in 2007.

ComiXology Unlimited
An Amazon subscription service described as the “Netflix for comics.Ē

BookSurge and CustomFlix, another Amazon acquisition, merged to become CreateSpace in 2005. CreateSpace provided tools and services to independent authors to self-publish books through the site. It later merged with Amazonís KDP (Kindle Direct Publishing).

This subsidiary of Amazon, acquired in 2013, allows readers to connect with one another online through book recommendations and reviews. The site has 90 million members and 2.7 billion books added to member profiles. Another book-cataloging social network, called Shelfari, that Amazon bought in 2008 was merged under Goodreads.

A subsidiary of Amazon, the Internet Movie Database, or IMDb, is an online database of information related to films, television programs, and video games, including casts, production crews, characters, biographies, plot summaries, trivia, and reviews.

Members pay a monthly fee to access entertainment industry information, including credits and contact and representation information for TV and film professionals.

Kindle Direct Publishing
Amazonís self-publishing service that allows people to publish Kindle e-books.

Kindle Ownersí Lending Library
Kindle owners who are Amazon Prime subscribers can choose from more than 800,000 books to borrow for free with no due dates.

LOVEFiLM International
Amazon acquired LOVEFiLM in 2011 for $312 million during the age of DVDs-by-mail. Six years later, Amazon closed the company.

Prime Video Direct
A film and video distribution service that allows filmmakers to upload their projects onto the site to be seen on Prime Video.
A livestreaming video platform for gamers to connect and stream videos. It has 15 million visitors daily and over 2 million unique creators who broadcast each month. It was acquired in 2014 for $970 million.

Westland Books
A publishing company based in India that Amazon acquired in 2016.

A free submission service for film festivals and filmmakers acquired by Amazon through its acquisition of IMDb. Festival judges can use this application to view and rate films on a large-screen TV.


Home Services
Through Home Services, Amazon offers 1,200 unique professional services from housecleaning to lawn work.

Mechanical Turk
A marketplace that gives businesses access to an on demand workforce and gives workers a selection of thousands of paid tasks to complete whenever it’s convenient.


Amazon Air
A freight delivery service dedicated to Amazonís delivery logistics network with its own $1.5 billion hub in Northern Kentucky.

Amazon Global Store
Ships millions of products to over 100 countries.

Amazon Maritime
Holds a Federal Maritime Commission license to operate as a non-vessel-operating common carrier (NVOCC), which enables the company to manage its own shipments from China into the United States.

Amazon Robotics
Amazon acquired Kiva Systems ó a mobile robotic fulfillment system formerly used by retailers like the Gap, Walgreens, Staples, Office Depot, Crate & Barrel, and Saks Fifth Avenue ó in 2012 for $775 million. Now known as Amazon Robotics, itís exclusively used at Amazon warehouses. Itís basically a bunch of Rumba-like robots flying around picking up boxes and bringing them to workers who place your items into a box to be shipped.

Prime Air: Drones
A system of delivery drones launched in 2013 but still in an experimental phase. In June 2019, Amazon revealed a new version of the drone with covered rotors for safety.


Amazon Advertising
Third-party merchants on Amazonís platform pay for advertising to promote their listings. The online commerce market-research firm eMarketer projects that Amazonís US ad business will grow by more than 50% this year, and its market share will increase to 8.8% from roughly 4%.

Amazon Art
Amazonís store where artists can sell their art or prints in the marketplace.

Amazon Business
Itís like Amazon, but for business customers.

Amazon Handmade
Amazonís version of Etsy where artisans can sell their handcrafted goods in the marketplace.

Amazon Renewed
A storefront on Amazon for refurbished products with a warranty.

Amazon Second Chance
A storefront on Amazonís marketplace for secondhand goods.

Formerly known as Amazon Spark, #FoundItOnAmazon is a feature available to Amazon app users that allows them to discover and shop for products. Basically Pinterest, but on Amazon.

Amazon Vine
An invite-only program for trusted reviewers who are given free products to review.

Amazon Warehouse
This program offers shoppers or businesses a chance to buy used or slightly damaged merchandise from Amazon at a discount.

A site owned by Amazon aimed at providing content and reviews about digital photography gear across the world.

A shopping service launched by Amazon in India in 2012 where customers can find millions of products, read product and seller reviews, and check prices across a wide variety of product categories.

Amazon acquired this parent company of,, and in 2010. It shut down the company seven years afterward because it was unprofitable.

A global online retail site and store on Amazon aimed at style inspiration and discovery. Shopbop offers handpicked womenís clothes and accessories from over 1,000 established and emerging designers.
Amazon acquired in 2005 and made it a new arm of the company, called AmazonSupply, which became American Business in 2015.
Considered the Amazon of the Arab world, Souq was an English- and Arabic-language e-commerce platform. Amazon bought the company in 2017 for $580 million. In 2017, Souq bought, which develops next-day delivery networks for e-commerce sites. It later became

A daily deals site and subsidiary of Amazon.


Alexa Internet
Acquired by Amazon in 1999, this Amazon subsidiary, based in California, provides companies with commercial web traffic data and analytics.

Amazon Drive
Formerly known as Cloud Drive, Amazon Drive is a cloud storage application managed by Amazon.

Amazon Photos
A free online photo storage service available to Prime members that allows them to save and share unlimited photos on their desktop, mobile, and tablet devices.

Amazon Web Services (AWS)
A secure cloud services platform, offering compute power, database storage, content delivery, and other services to businesses, startups, and government and educational entities. Clients include Netflix, Comcast, the CDC, FDA, US State Department, and PBS. Amazon has enhanced the products available through AWS through the acquisition of startups, for example:

Annapurna Labs
Amazon bought Annapurna Labs, an Israel-based semiconductor startup, in 2015 for $370 million. The labís chip technology was used to improve Amazonís cloud business by making it more cost-effective to run.

Elemental Technologies ó now AWS Elemental, a backend mobile video service ó was acquired by Amazon in 2015.

Amazon developed this data security service after acquiring the security startup

Rekognition is Amazonís controversial facial-recognition tool, one of AWSís cloud-based services for developers.

Amazon reportedly acquired the machine translation startup in 2015 to provide developers with this tech through AWS to make their products available in multiple languages. The team was based in Amazonís SouthSide Works office in Pittsburgh, which now works on Amazon Alexa technology and machine translation.


This story has been updated with clarifying details supplied by Amazon about Amazon Spark, Goodreads, and Amazon Pay,


Amazon Inspire is not a product of Ten Marks Education. An earlier version of this story misstated this information.


The number of Amazon Books and Amazon Go were misstated in an earlier version of this story.


The name of Amazon’s CustomFlix was misspelled in an earlier version of this story.


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