Amazon Brand Products That Shoppers Love

It's hard to remember a world without Amazon, our go-to source for almost everything under the sun. And the e-commerce giant has expanded its reach with a long list of its own private-label brands, most of which churn out a lot more than high-profile, gift-worthy tech such as the Echo and Kindle. Whether you need diapers or toilet paper, furniture or cozy leggings, Amazon makes it all. Don't know where to start? Here are 25 of reviewers' favorite Amazon-brand buys. (When you do shop, you'll want to keep these 22 Insider Hacks and Secrets for Shopping on Amazon in mind.)

Prices and availability are subject to change.

Related: The Top 40 Items Our Readers Have Bought on Amazon So Far This Year

$249
Show Now

Amazon has no small interest in keeping your internet working seamlessly. Buyers say its Eero mesh Wi-Fi system does precisely that, blanketing up to 5,000 square feet with speedy coverage, even if you have dozens of devices connected. The 10-minute setup is easy even for tech novices.

Reviewer rave: "Our house has three floors plus basement, approximately 5,000 square feet, built in 1893 with plaster walls and other Wi-Fi enemies common to old houses. Family of six lived with weak and spotty Wi-Fi for years. Finally fed up, I tried the Eero 3 pack. Extremely satisfied! Solid Wi-Fi in every room on every floor including front porch and backyard." — SamTheMan

Related: The Best Wi-Fi Extenders and Mesh Router Systems for Better Internet at Home

$22
Shop Now

Amazon can do low-tech well, too, buyers say — as evidenced by its beloved house brand of toilet paper. It's even made in the USA, with RV and septic-safe paper that's formulated to leave less lint. And you can easily restock with Alexa, of course.

Reviewer rave: "I was very pleasantly surprised upon receiving my order. Like others have pointed out, the rolls are big and the sheets are thicker than most others. And yes, they do the job very nicely, and one can use less paper, thus, saving even more bucks. So, okay Mr. Whipple, it looks like I will stop squeezing Charmin now, because I have fallen in love with a new main squeeze." — John Campbell

Related: 21 Things You Never Knew About Toilet Paper

$75 
Shop Now

L.L.Bean has been the name to beat in flannel sheets for years now, but Amazon's Pinzon brand is a worthy competitor for a price that won't keep you tossing and turning. Made in Portugal, the 190-gram Pinzon sheets "are equal in weight and comfort to the $250+ designer flannel sheets I bought for years," one reviewer raves. A queen set is available frequently for less than $70 depending on the color you choose.

Reviewer rave: "These are equal in weight and comfort to the $250+ designer flannel sheets I bought for years. Other than some decorative detail work on the top sheet that are on my expensive sheets, I cannot tell a difference between those sheets and these Pinzon ones. After several washings, these are just getting softer and more comfortable!" — Hawaii 5-0

Related: 22 Cheaper Alternatives to Pricey Products That Won't Disappoint

$18
Shop Now

For about half the price of the JanSport Superbreak, the AmazonBasics Classic Backpack offers the same sleek look and adds side pockets the JanSport doesn’t have. Reviewers say it also holds up to plenty of abuse, calling it surprisingly sturdy for the price.

Reviewer rave: "This bag is pretty awesome and gets the job done. Compared to the other ones out there (Herschel or even Jansport) you actually get a lot for what you pay for. The straps feel pretty secure and strong, the pack itself is more of a mid-size bag, and the amount of pockets can keep you quite organized." — Grace Quintin

For more great shopping guides, please sign up for our free newsletters.

$30 (100 ct.)
Shop Now

Keurigs are wonderfully convenient, but you pay for that convenience by buying expensive coffee pods over and over again. Owners say Amazon has nailed its own brand of pods, and you'll pay about what you'd pay for the Kirkland Brand at Costco (without having to schlep to the warehouse club).

Reviewer rave: "This was exactly what I expected and wanted. No frills packaging and strong flavorful coffee. Comes in a nondescript box, the cups were all intact and none of them had any punctures or dents. The price is what coffee should cost and I will never go back to buying any other brand." — Joe

Related: Amazon vs. Costco: Which One is Cheaper?

Starting at $56
Shop Now

Greenery adds polish to any indoor space, and this sleek planter can make a ho-hum potted plant into an eye-catching centerpiece. The stoneware pot includes a sleek iron stand and comes in several colors and sizes.

Reviewer rave: "Very high quality in appearance and feel. Searched for stylish planters (mid-century modern) at all sorts of stores and couldn't find anything. Everything was very round and didn't have the clean lines I was looking for. I was hesitant ordering online for one, but it was a great decision!" — Brianna Roehrs

Related: The Best Gifts for Plant Lovers and Green Thumbs

Starting at $9
Shop Now

For parents of infants, the quest for an affordable, effective diaper is something like looking for the Holy Grail. But many buyers say they've that in Amazon's Mama Bear brand, which is hypoallergenic, fragrance- and phthalate-free, and comes with the all-important wetness indicator.

Reviewer rave: "They're better than the big-box store brand. They fit my large-for-his-size son much better, the tape is much stickier, and we haven't had a leak. We even accidentally put him in one overnight instead of his "special" (expensive) overnight diapers with no leaks! Very impressed and will be switching to this brand." — Kacie

Starting at $23
Shop Now

This pullover from Daily Ritual, an Amazon brand that focuses on cozy women's basics, checks all the boxes: It's stylishly slouchy, stretchy, and above all else, as soft as advertised. The dropped hem provides extra coverage for leggings and skinny jeans.

Reviewer rave: "RUN, buy this. I promise you will not be disappointed!! It is SUPER SOFT. And very flattering. I think you could wear this with leggings, jeans, or even dress it up with some of those Moto leggings. I will definitely be getting this in more colors!" — Jamieinthesky

Related: Pajamas, Sweats, and Leisure Wear Perfect for Working From Home

$46
Shop Now

This enameled cast iron 6-quart Dutch oven is a dead ringer for pricey Le Creuset, but at a fraction of the price. Pleased reviewers say it cleans up easily and makes one-pot meals a snap, plus the vibrant colors look great in your kitchen.

Reviewer rave: "I wasn't expecting very much out of this, considering how inexpensive it was, but it is decent! The enamel is thick and even, and I can tell this will last many years! Maybe not quite the heirloom quality of the expensive French brand, but very impressive for the price!" — Matthew T. Miller

$35
Shop Now

Skin-care buffs know that anti-aging products can cost a pretty penny, especially those containing retinol. But many buyers compare this moisturizer from Amazon's skin-care line to products that cost three times as much, and they're pleasantly surprised that the formula is free of parabens, phthalates, sulfates, and fragrances.

Reviewer rave: "It is light and absorbs quickly, and leaves your skin really comfortable and not oily! This guy didn't break me out at all, which is saying a lot since I can't look at a new moisturizer without my face breaking out. I really love the dispenser too! Just enough cream comes out and you don't transfer bacteria to the rest of the jar." — Maiah

Related: 20 Cheap Anti-Aging Products That Reviewers Swear By

Starting at $28
Shop Now

If you don't need truly rugged, trail-worthy tech, Amazon's packable puffer offers similar benefits to pricier jackets from stores such as Patagonia and Eddie Bauer, including lightweight but warm polyester insulation. It's also just as compressible for travel. Choose from eight colors and sizes up to 2XL.

Reviewer rave: "It's impossible to find anything I don't like about this jacket. I'm completely surprised — especially because of the low cost. I was not expecting this level of quality, look and feel. I wanted a light weight jacket … especially for travel where space and weight is a concern, and I didn't want to pay a lot of money for it." — Gary Goodnow

$100
Shop Now

For our money, the Amazon Fire 7 Kids' Edition is still one of the best kiddie tablets on the market. It comes with a year of Amazon FreeTime Unlimited, has easy-to-use parental controls, and comes with a kid-proof case with a built-in stand. Best of all is the two-year worry-free guarantee: If it breaks, a new one is on Amazon.

Reviewer rave: "They are great for road trips, when you need some quiet time, or reading stories before bed from their huge library of free books. Oh and these kid-proof cases really are tough as tough gets. My daughter has dropped hers on the hardwood floor several, several times over and not a scratch or screen crack." — Jenna

Related: 70 Hottest Holiday Gifts From Amazon

$30
Shop Now

Everyone deserves a plush bathrobe to lounge around in, and this unisex option will give you that spa feel without leaving home. The zero-twist cotton fibers are absorbent and thick, and owners rave that the fabric is as soft and substantial as that of much pricier robes.

Reviewer rave: "It really is plush and luxurious. This robe was the third robe I ordered; the first two just didn't cut it. Hubby and I wear this at night before getting into our swim spa and use it to dry off after getting out. It's even more plush than our bath towels." — Jocelyn

$20
Shop Now

Most women agree that the perfect leggings are an elusive prize, but this double-knit pair may come close. Owners say the fabric is thick enough to smooth out bumps and keep legs warm, and the waistband is wide and stretchy.

Reviewer rave: "These were exactly what I was looking for. Thick, not see through, enough stretch but keeps it shape all day, and plus comes in lengths which I especially need for my short legs. Comfy like leggings but dressy enough for work or a night out. Have washed and worn a few times and so far so good." — Simma1416

$25
Shop Now

Too lazy to go downstairs and turn off all the lights you left on? This smart plug makes controlling them as easy as telling your Alexa-compatible device to turn them off. Use your smartphone to set up a daily schedule for lights or small appliances, and easily make it look like you're home when you're not.

Reviewer rave: "I have owned several different brands of smart plugs, and this one was BY FAR the easiest to to set up. I plugged it into an outlet and within a few seconds the Alexa app on my phone recognized it as a new device, prompted me to give it a name, and I was all set! Awesomeness all around." — Frederick

Related: 25 Smart Home Products That are Worth the Money

Starting at $15
Shop Now

Amazon's Spotted Zebra brand churns out inexpensive kids' basics like these colorful, tag-free T-shirts for both toddlers and bigger kids. Parents say it's hard to beat the price — $5 or less for each shirt — and the convenience of free returns for Prime members, which helps avoid dressing-room showdowns.

Reviewer rave: "I got this 4-pack of shirts for my kiddo to wear during the summer. He's super hard on T-shirts — like holes 'magically' appear after just a few wears — so I didn't want to spend too much on something I knew we'd just be replacing at the end of the summer. Well guess what? He hasn't ruined these! They are really great quality T-shirts, and stand up to the hard wear and tear of an active 12-year-old." — laurajo06

$16
Shop Now

In this day and age, an extra-long cord for charging your phone is a must, especially when the outlet is just a little too far away from the nightstand. Amazon's cable is Apple certified and bolstered with Kevlar and durable nylon fiber cloth to stand the test of time.

Reviewer rave: "I love these chargers. Their length is perfect and they ACTUALLY last ... they don't stop working after a couple months of use. I had one for over two years and the only reason I got a new one is because I left my old one out in the rain." — Lindsey

$35
Shop Now

This cardigan from Amazon's Goodthreads brand is a little bit retro and a lot stylish, with a shawl collar, front pockets, and ribbing at the waist and wrists. Made of 100% cotton, it comes in more than a dozen solid colors, and pleased owners say it's plenty thick as a polished layer on cooler days.

Reviewer rave: "I work in a large grocery store and the bosses keep the AC cranked to the max, which is uncomfortable on an 8-10 hour shift. This is warm enough to wear over just a T-shirt when the temperature is 60 or even the high 50s (early in the morning when there are no customers it's genuinely that cold in there), and I'm a hot-weather guy who normally thinks he's freezing to death when the temp gets that low. … Super soft, not even a little bit itchy, and the collar is thick enough to keep my neck warm." — OgreVI

$26 (6 ct.)
Shop Now

Buying a bottle of sunscreen at a time at the drugstore is a pain, so shoppers appreciate the chance to get a summer's worth of the stuff in one purchase. They say Amazon's Solimo SPF 50 sunscreen works just as well as pricier brands, plus it's reef-friendly and water-resistant for 80 minutes.

Reviewer rave: "Can't tell the difference between this sunscreen and the name brand sunscreen. We go through a ton of it for my grandson and need to send a bottle to school and daycare. … His teachers have all asked where I got it because they like how easy it goes on and most importantly works." — Lbatch

Related: Don't Get Burned: What You Need to Know About Sunscreen

$30
Shop Now

You can't beat the timeless versatility of simple white dinnerware, and Amazon's 16-piece set is sturdy and surprisingly high quality for the money, reviewers say. Made of high-grade porcelain, the dishes are safe for use in the dishwasher, fridge, oven, and freezer.

Reviewer rave: "I had been searching all over for a nice white set of dishes that I could use for everyday, but would be versatile enough to dress up for holidays or dinner parties. The ability to warm food or drinks in the microwave was also a major factor in my search, and these fit the bill. I am able to warm leftovers, and water for tea without the worry of scorching my hands when I take the dish out of the microwave." — Jessica

$39
Shop Now

Every woman needs a versatile wrap dress in her closet, and Amazon's version can hold its own against any department-store buy. Owners rave about how it flatters most any figure with substantial, well-draped fabric more typical of much pricier dresses. It's also available in more than two dozen colors and patterns, including classic black.

Reviewer rave: "I love that this dress actually fits! Wrap dresses are fantastic but I always have a problem with the top providing full coverage without having to put a cami underneath. Fits beautifully and makes me look like I've dropped a few pounds. What more could I ask for?!" — Queenie71

$45
Shop Now

There are bigger, flashier versions of the Echo Show, but buyers love this compact little dynamo. It includes a 5.5-inch display that's ideal for entertainment, video calling, and simply seeing your day's activities at a glance. As always, Alexa can control all your smart-home devices, tell you the weather, and answer all of life's other pressing questions.

Reviewer rave: "The Echo Show 5 was easy to get set up and is great to use. I have it by my bed (don't need an alarm clock, we're retired!) and I really like the clock face. It's nice and big, easy to read with my old eyes. … I also purchased the magnetic stand so I could angle it down to make it easier for me to read the time. It works great with our Ring Doorbell and Ring Security System, just like the rest of our Echos." — jodeg

$164
Shop Now

The geometric ridges and vivid colors on these lockable spinner suitcases will set them apart on the baggage carousel, and the polycarbonate and ABS shells can stand up to some rough handling. Frequent travelers say they more than hold their own against more expensive luggage.

Reviewer rave: "The suitcase is beautifully finished inside and the external zippers are really sturdy. The wheels are just amazing and these suitcases move so easily you feel as if you could blow on them and they'd start rolling. This is the reason I got rid of my previous suitcases, so this is a hugely important thing for me." — PsychDoc

$129
Shop Now

No, it's not All-Clad, but it also won't cost you $1,000. But you'll still get more than you pay for with this sturdy, induction-friendly Amazon brand cookware set, buyers say. It includes two saucepans with lids, two skillets, a saute pan with a lid, a stock pot with a lid, and a steamer insert with a lid.

Reviewer rave: "I have been pleasantly surprised by these, especially with how inexpensive they are. They cook everything I've made so far beautifully and are really not that difficult to clean. Every now and then I'll use some Barkeepers' Friend to keep them nice and shiny. I love them so much that I've ordered separate pieces from this line in larger sizes." — Missy Keilstrup

$14 (2 ct.)
Shop Now

Why keep buying foil and parchment paper to protect your baking sheets when these well-loved mats made from food-grade silicone are all you really need? They're oven-safe to 480 degrees and can even be cleaned in the top rack of the dishwasher.

Reviewer rave: "I use them for just about everything I put in the oven. From oven pizzas, cookies, you name it! I also love that besides food sliding easily off the non stick surface, that they help protect all my baking sheets and such. It's also super handy to just throw them in the top shelf of the dishwasher or even just wipe clean." — Jezzhani

• 100 Great Gifts for $25 or Less
• 50 Unique Gifts for Guys Under $50
• 32 Fun Gag Gifts for the Scrooge in Your Life
• 20 Gifts for People Who Say, 'Don't Get Me Anything'
• 50 Gifts for Her Under $50 That She'll Love