What’s happening
Amazon has launched Amazon Basics Creatine Monohydrate — a straightforward, single-ingredient creatine product under its private-label Basics brand.
Why creatine is the perfect Basics product
Creatine is simple, proven, and largely standardized across the category. That makes it ideal for a private label strategy: compete on value, rely on Amazon distribution, and let brand trust come from the platform instead of influencer marketing.
Why this matters
This is a signal flare for the supplement market: major platforms don’t just want ad revenue from brands — they want the margin, too. If Basics expands deeper into staples, it can pressure pricing and force brands to differentiate on flavor, added function, certification, or community.
What to watch next
More Basics “single ingredient” staples (glutamine, electrolytes, etc.)
How the price compares to category leaders over time
Whether Amazon pushes visibility through search placement
Citations
https://www.amazon.com/Amazon-Basics-Creatine-Monohydrate-Powder/dp/B0FG7P8WMW
https://www.stack3d.com/2026/02/amazon-basics-creatine.html