Amazon Offers Solimo Simple Supplements In Stealth Launch

Solimo package fronts prominently display statements that the supplement products are made with no artificial colors or flavors, gluten or lactose as Amazon looks to appeal to the growing number of consumers who want naturally sourced products. Like many other Amazon lines, which number around 80, Solimo is not promoted with a dedicated branded web page and the firm did not advertise the collection.

[Amazon.com Inc.]'s entry into the market for dietary supplements featuring simple formulations with its Solimo line underscores the e-commerce giant’s one-two punch for disrupting consumer product categories – launch its own brands in quiet rollouts that keep competitors from responding quickly.

Amazon already was using Solimo as one of its store brands in India for furniture and other home goods before...