Solimo launch

Mixed customer response to Amazon own brand

The Solimo private label pet food is being marketed not only in Germany, but also in France, Italy and Spain.
The Solimo private label pet food is being marketed not only in Germany, but also in France, Italy and Spain.
28.11.2018

In May 2018, online retailer Amazon launched its own pet food products in the USA under the Wagg label. A few months later it brought pet food products onto the market in some European countries under the umbrella of its existing Solimo brand.
Although Solimo was well received by many consumers, it also attracted criticism in all countries. The primary cause for complaint was the declaration, which some customers described in their ratings as not sufficiently transparent. Doubts were also expressed in some quarters about the quality of the food, with suggestions that it could not be good at such a low price.
As of 26 November, the new cat food received a rating of 4.4 (out of 5 stars) from customers in Germany. The dog food rating was much poorer, however, at 3.4 stars. As well as the inadequate declaration on both products, another criticism levelled at the dog food was that no grain-free products were offered. The ratings in France were no better, with both the private label cat food and dog food currently scoring 3.9. In Italy both foods were rated at 4.4, while in Spain the cat food received a rating of 4.1 and the dog food was scored at 4.2.
The 10 kg bag of dry cat food is on sale online at Amazon in Germany at the non-binding retail price of € 20.84, while a 20 kg bag of dry dog food costs € 25.84. However, since Amazon is currently offering up to 30 per cent discount on its own brands in the run-up to Christmas, the current prices are well below these figures.
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