Every Brand Amazon Owns in 2026: The Complete List

Far More Than an Online Bookstore

When Jeff Bezos launched Amazon from his garage in 1994, the company sold books. Three decades later, Amazon is a $2 trillion corporation that touches nearly every part of modern life. The company owns a grocery chain, a film studio, a live-streaming platform, a smart home security company, a healthcare provider, and dozens of private-label brands.

As of early 2026, Amazon's brand portfolio extends across at least 12 distinct industries. Many consumers interact with Amazon-owned brands daily without realizing the connection. This guide provides a comprehensive look at every major brand and subsidiary Amazon controls.

Amazon by the Numbers

E-Commerce and Retail Brands

Amazon's core business remains e-commerce, but the company has expanded into physical retail through acquisitions and organic growth.

Whole Foods Market - Acquired in 2017 for $13.7 billion, Whole Foods was Amazon's entry into brick-and-mortar grocery. The acquisition gave Amazon 500+ physical stores and a premium grocery brand. As of 2026, Whole Foods operates over 530 locations in the U.S., Canada, and the UK.

Amazon Fresh - Amazon Fresh is the company's own grocery brand, offering both delivery service and physical stores. Amazon has opened Amazon Fresh stores in several U.S. cities, featuring "Just Walk Out" cashierless technology.

Zappos - Amazon acquired this online shoe and clothing retailer in 2009 for $1.2 billion. Zappos continues to operate as a separate brand known for its customer service focus, though Amazon quietly wound down its independent operations in recent years.

Woot - Acquired in 2010, Woot is a daily deals site that offers discounted electronics, home goods, and apparel.

Amazon Private-Label Brands

Amazon operates a significant portfolio of its own consumer product brands:

• Amazon Basics - Affordable electronics accessories, home goods, and office supplies. This is Amazon's largest private-label brand by revenue.
• Amazon Essentials - Budget clothing and accessories
• Solimo - Personal care and household products
• Presto! - Household cleaning products
• Mama Bear - Baby products
• Wickedly Prime - Gourmet snacks and food
• Happy Belly - Coffee, nuts, and pantry staples

According to a 2024 report from Marketplace Pulse, Amazon operates over 100 private-label brands across dozens of categories. However, some analysts have noted that Amazon has been scaling back certain private-label lines in response to regulatory scrutiny about whether it unfairly promotes its own products in search results.

Entertainment and Media

Amazon has aggressively expanded into entertainment, making it one of the largest media companies in the world.

Amazon Studios - Amazon Studios produces original films and television series for Prime Video. Notable productions include "The Lord of the Rings: The Rings of Power" (reportedly a $1 billion investment across seasons), "Reacher," "The Boys," and the Oscar-winning "Manchester by the Sea."

Prime Video - Prime Video is Amazon's streaming service, bundled with Amazon Prime subscriptions. As of 2025, Prime Video had an estimated 200+ million subscribers globally.

MGM Holdings - Acquired in March 2022 for $8.5 billion, MGM brought Amazon a library of over 4,000 films and 17,000 TV episodes. Key franchises include James Bond, Rocky/Creed, RoboCop, and The Handmaid's Tale. The acquisition also included the MGM+ streaming service (formerly Epix).

Twitch - Twitch was acquired in 2014 for $970 million. It is the world's leading live-streaming platform, primarily focused on gaming. As of 2025, Twitch averaged over 30 million daily active users. In 2024, Amazon restructured Twitch's operations and implemented layoffs as part of broader cost optimization.

Amazon Music - Amazon Music competes with Spotify and Apple Music, offering both ad-supported and premium tiers. Amazon Music Unlimited had over 100 million subscribers as of late 2024.

Audible - Acquired in 2008 for $300 million, Audible is the dominant platform for audiobooks and spoken-word content, holding an estimated 60%+ market share in the U.S.

Wondery - Amazon acquired podcast network Wondery in 2021 for approximately $300 million. Wondery produces popular podcasts like "Dr. Death" and "Dirty John."

IMDb - Acquired in 1998, the Internet Movie Database is the world's most visited movie and TV reference site.

Smart Home and Devices

Amazon has built a significant hardware ecosystem centered on its Alexa voice assistant.

Ring - Acquired in 2018 for approximately $1.2 billion, Ring produces smart doorbells, security cameras, and home security systems. Ring became one of the best-selling smart home brands in the U.S., though it has faced scrutiny over privacy practices.

Alexa / Echo - Alexa is Amazon's voice assistant, and Echo is its line of smart speakers. Launched in 2014, Alexa-enabled devices have been installed in over 500 million devices globally (according to Amazon's 2024 disclosures).

Blink - Acquired in 2017, Blink produces affordable wireless security cameras that complement Ring's more premium offerings.

eero - Acquired in 2019, eero makes mesh Wi-Fi routers. The brand has become a core part of Amazon's smart home strategy.

Kindle - Kindle e-readers, launched in 2007, essentially created the modern e-reader market. Amazon controls an estimated 80% of the U.S. e-book market through its Kindle ecosystem.

Fire TV - Amazon's streaming device competes with Roku, Apple TV, and Google Chromecast. Fire TV had over 200 million active users globally as of 2024.

Cloud Computing and Business Services

Amazon Web Services (AWS) - While not a consumer brand, AWS is Amazon's most profitable division. Launched in 2006, AWS controls approximately 31% of the global cloud infrastructure market (as of Q3 2024). Major clients include Netflix, NASA, and the CIA.

Amazon Advertising - Amazon's advertising business generated over $50 billion in revenue in 2024, making it the third-largest digital advertising platform after Google and Meta.

Healthcare

Amazon has made significant moves into healthcare:

One Medical - Acquired in 2023 for $3.9 billion, One Medical is a membership-based primary care practice now integrated with Amazon Prime.

Amazon Pharmacy - Launched after Amazon's 2018 acquisition of PillPack ($753 million), Amazon Pharmacy offers prescription delivery and drug price comparison tools.

Amazon Clinic - A virtual healthcare service offering treatment for common conditions, launched in 2023.

Logistics and Infrastructure

Amazon Logistics - Amazon operates one of the largest delivery networks in the world, including its own fleet of cargo planes (Amazon Air), delivery vans, and last-mile delivery stations.

Kiva Systems (now Amazon Robotics) - Acquired in 2012 for $775 million, this robotics company powers Amazon's warehouse automation. Amazon operates over 750,000 robots across its fulfillment centers as of 2025.

Other Notable Acquisitions

Note: Amazon's planned acquisition of iRobot (Roomba) was abandoned in January 2024 after EU regulators raised antitrust concerns.

Amazon's Acquisition Strategy

Amazon's acquisition pattern reveals several strategic priorities:

Vertical integration. Amazon acquires companies that strengthen its core e-commerce business. Whole Foods provided physical retail. Kiva Systems automated warehouses. Amazon Logistics reduced dependence on UPS and FedEx.

Content moats. Entertainment acquisitions like MGM, Twitch, and Audible create reasons for consumers to subscribe to Amazon Prime and stay within the Amazon ecosystem.

New market entry. One Medical and Amazon Pharmacy represent Amazon's push into the $4 trillion U.S. healthcare market. These acquisitions give Amazon a foothold in an industry ripe for disruption.

Data and ecosystem lock-in. Every Amazon-owned brand feeds data back into the company's algorithms, improving product recommendations, advertising targeting, and supply chain efficiency.

Frequently Asked Questions

Does Amazon own Whole Foods?

Yes. Amazon acquired Whole Foods Market in August 2017 for $13.7 billion. It was Amazon's largest acquisition at the time and marked the company's entry into physical grocery retail.

Does Amazon own Twitch?

Yes. Amazon acquired Twitch in August 2014 for approximately $970 million, outbidding Google, which had also been in talks to acquire the platform.

What is Amazon's most expensive acquisition?

As of 2026, Amazon's most expensive acquisition is Whole Foods at $13.7 billion, followed by MGM at $8.5 billion, and One Medical at $3.9 billion.

Does Amazon own Ring?

Yes. Amazon acquired Ring in February 2018 for approximately $1.2 billion. Ring's smart doorbells and security cameras are now deeply integrated with Amazon's Alexa ecosystem.

How many private-label brands does Amazon have?

Amazon operates over 100 private-label brands, though the company has been scaling back some product lines since 2023. Amazon Basics is the largest and most well-known.

The Bottom Line

Amazon's brand empire extends far beyond online shopping. From the groceries in your refrigerator (Whole Foods) to the shows you stream (Prime Video), the music you listen to (Amazon Music), the doorbell on your front door (Ring), and even your doctor's appointment (One Medical), Amazon-owned brands touch nearly every aspect of daily life.

Understanding this breadth of ownership helps consumers recognize just how deeply embedded Amazon is in the modern economy. Whether that concentration of power is beneficial or concerning is a question worth considering as the company continues to expand.

Want to explore Amazon's full portfolio? View Amazon's complete brand list or browse all technology brands.

Explore Related Brands

• Whole Foods - Premium grocery chain, acquired by Amazon for $13.7B
• Ring - Smart home security, owned by Amazon
• Twitch - Live-streaming platform, owned by Amazon
• Kindle - E-readers and digital bookstore, built by Amazon
• MGM - Legendary film studio, acquired by Amazon for $8.5B
• Prime Video - Streaming service bundled with Amazon Prime

Browse all Technology & Software brands

Sources

1. Amazon.com, Inc. Annual Report 2024. SEC Filing 10-K. 2. Amazon. "Amazon Completes Acquisition of MGM." Press release, March 17, 2022. 3. Marketplace Pulse. "Amazon Private Labels Report." 2024. 4. Statista. "Amazon Web Services Market Share." Q3 2024. 5. The Wall Street Journal. "Amazon's Healthcare Push." Various articles, 2023-2025. 6. Reuters. "Amazon Scraps iRobot Deal After EU Concerns." January 2024.

All brand ownership data verified through WhoBrands.com's research methodology. Last updated: January 25, 2026.