Amazon launches own wine brand

Amazon has presented a selection of “simple yet savory” wines, which are presented under its new wine and spirits brand Compass Road. The alcoholic beverages are currently available exclusively at Amazon Germany.

Customers visiting Amazon.de/compassroad, get six different types of wine to choose from. Amazon customers in Germany can buy a Pinot Grigio, a Merlot, a Chardonnay, a Grenache Rosé, a Dornfelder and a Riesling wine. The price per wine package (with six bottles of 0.75 liter each) is 19.99 euros.

Offer will be expanded over time

Amazon has said the wine offer will be expanded over time. Of course, this will only happen if the Amazon wines happen to become a success. For now, the introduction of the six wines is a great test for Amazon to see if customers are even interested in buying wines with an Amazon brand.

Will Amazon wine be a success?

For years, Amazon have been selling products under one of its many own brands. But mostly, these are products of which customers mostly don’t mind which brand it is, as long as it works. See for example the popular AmazonBasics batteries that score 4.1 out of 5 stars after almost 20,000 customer ratings. Wines, of course, are another story.