Amazon launched pet products called Wag

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Amazon launched pet products called Wag on Wednesday. In adding to the internet retailer’s expansive list of private-label brands, which has grown to include diapers, clothing and even mid-century furniture.

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The Wag brand launched with dry dog food, with other pet products to be added later. Like some other Amazon private label brands. Wag products are also available to purchase only by Amazon Prime subscribers, who pay an annual fee to free two day shipping and other benefits, such as access to music, movies and TV shows.

But the profits are fetching, with US consumers expected to spend nearly $30 billion this year on pet food purchases, according to the American Pet Products Association. The new brand launches about a year after PetSmart made a $3.3 billion bet that pet owners are willing to buy pet supplies online when it purchased Chewy.com.

Amazon bought Quidsi in 2011 for $545 million. The Wag.com previously resided in Amazon’s Quidsi business, which included such specialty retail sites as Diapers.com, Soap.com, BeatyBar.com, Yoyo.com and Casa.com.

Amazon launched its first private label brands in 2009, and now sells items from more than 70 lines, including jewelry, kitchen and health products.

The brand has been in testing for several weeks with members of Amazon’s Vine program, which invites trusted reviewers on Amazon to post opinions about new and prerelease products.