Amazon Introduces Wag, a New Dog Food Available to Prime Subscribers

Lori Ennis
by Lori Ennis
Mega-retailer Amazon has joined the profitable pet product industry with the introduction of its own brand of pet products, a new division called Wag.

There are few places the arms of Amazon don’t reach in this day and age, and now, the pet food industry is part of that reach. Amazon just expanded its private-label brand division with the introduction of Wag, its custom brand of pet products.

Wag launched with the sale of their own dry dog food, as Amazon tries to tap into the $30 billion pet food industry, and is currently only available to Amazon Prime subscribers. The Wag brand joins Amazon’s already existing private-label brands that peddle baby products, clothing and household goods and even batteries.

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The competition for the ever-growing and fast-moving pet food industry is strong, with competitor PetSmart Inc., buying the popular company last year for over $3 billion dollars. Petco Animal Supplies Inc., brings in over $4.5 billion a year annually and Amazon is looking to cut into the profits with their additional services of fast shipping and exclusive products for subscribers.

Because the success of dry dog food sales depends so heavily on shipping pricing, Amazon prime shipping of fast and free will bring competition to’s target market, and will bring more choice to consumers looking for fast and affordable options for their pets.

Not to be confused with the popular dog-walking app Wag DogWalking, now redirects automatically to Amazon’s pet supplies page, and displays the new private-label dog food icon. was previously owned by Quidisi Inc., which Amazon bought in 2011. In an effort to eliminate competition and gain more customers, Amazon closed Quidisi, which also owned and, and now has all their products under Amazon’s new private label brands.

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And, as the pet product industry is expected to reach $92 billion in sales by 2020, we expect that more will be joining the Wag line, and possibly the introduction of the line’s offerings will appear in the newly Amazon-owned Whole Foods stores. In 2016, Amazon began selling their own pet beds and carriers, and even if you don’t love the Wag food (though experts find the top ingredients to be good starts for a healthy canine diet), because it’s Amazon, there’s a good chance you can find whatever other pet product you want, and have it delivered at the lightning speed Amazon is known for. In just checking the dog food that I typically buy for my pups, I found I’d save over $40 a month with Amazon’s subscribe and save service.

Looks like Wag might be around a while.

Lori Ennis
Lori Ennis

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