Amazon-Brand Products Shoppers Are Obsessed With

It's hard to remember a world without Amazon, our go-to source for almost everything under the sun. And the ecommerce 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 kids clothes, Amazon makes it all. Don't know where to start? Here are some of reviewers' favorite Amazon-brand buys. If you have a favorite we missed, tell us in the comments. (When you do shop, you'll want to keep these Insider Hacks and Secrets for Shopping on Amazon in mind.)

Prices and availability are subject to change.

Related: The Most Popular Items on Amazon, According to Our Readers

$169
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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

$57
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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 the 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

$14 and up
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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

$75 and up
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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 (midcentury 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

$40 and up
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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 more than 20 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 lightweight 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

$47  
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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

$24
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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 midsize bag, and the amount of pockets can keep you quite organized." — Grace Quintin

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$54  
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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

$33 for 100 
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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: Costco Brand Products Shoppers Rave About

$9 and up
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Amazon's Spotted Zebra brand churns out inexpensive kids' basics such as these colorful, tag-free T-shirts for toddlers and bigger kids. Parents say it's hard to beat the price, and the convenience of free returns for Prime members 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

$44 and up
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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

$25
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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: Smart Home Products That are Worth the Money

$10 for two
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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 nonstick 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

$26 
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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: Things You Never Knew About Toilet Paper

$30 and up
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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

$32 for six
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Buying one 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