Dive Brief:

• Earlier this month, Amazon sought trademark protection for a host of new products to be sold under its “Elements” store brand and is in talks with major store-brand manufacturers, the Wall Street Journal reports.

• Items for which the e-retailer is seeking trademarks include food items like coffee, soup, pastas, vitamins, dog food, and household products like razors and cleaning products.

• Amazon already sells Elements items exclusively to Prime members, including electronics accessories like cords and baby wipes.

​Dive Insight:

Private label products have not only lost their stigma of low quality, but also appeal to millennials, who often are happy to eschew brand names and save a buck. However, Amazon did stumble with its Elements line of diapers — a product that is a huge seller, but not if it’s sub-par.

Assuming that Amazon can maintain quality — its electronics accessories line and its baby wipes are well received — Elements could become a major player for the retail giant and yet another competitive perk for Prime members.