MuscleTech’s new private label line for Amazon to appeal to ‘all active consumers’

By Adi Menayang contact

- Last updated on GMT

Related tags: Sports nutrition, Protein, Amazon, Private label

MuscleTech’s new private label line for Amazon to appeal to ‘all active consumers’
Sports nutrition brand MuscleTech developed a line exclusively for sale on Amazon, describing it as a private label line for the ecommerce giant, scheduled to launch on Prime Day.

Amazon first started Prime Day—a day of heavy discounts on products sold on its site—back in 2015. Since then, other retailers have chimed in, such as Walmart and Target, effectively creating a new Black Friday-type of event in July. (Black Friday is a day when US retailers apply heavy discounts the day after Thanksgiving).

Prime Day has also become a time for brands to make special announcements, launch limited edition products, or release new product lines.

MuscleTech’s new Prime Series will be available to consumers on Prime Day this year, which goes on for 48 hours on July 15 to 16. During the 48-hour Prime Day, the MuscleTech Prime Series products will be available for 25% off.

This is the first exclusive sports nutrition partnership between Amazon and the MuscleTech brand, according to a press release from MuscleTech. It is similar to MuscleTech's line developed exclusively for Vitamin Shoppe, called Peak Series.

For all active consumers, not just athletes and bodybuilders

The line will include 100% Whey Protein, a Pre-Workout (with TeaCrine and ViNitrox), Amino-BCAAs, and Collagen.

"When we sat down with the Amazon team and our product development specialists, one of our main goals was to ensure that we delivered excellent nutritional support not just for athletes and fitness enthusiasts' needs, but for all active consumers, and do so at a great value,"​ said Brian Cavanaugh, chief marketing officer of Iovate Health Sciences, parent company of MuscleTech, SixStar, and several other supplement brands.

To promote the product, MuscleTech tapped household names in sports such as recently retired New England all-pro tight-end Rob Gronkowski, L.A. pro basketball player Montrezl Harrell and two-time UFC Heavyweight Champion Cain Velasquez to record what Cavanaugh called “captivating, humorous” ​content on Amazon Live, a streaming feature of entertainment and promotions on Amazon’s website.

“With our unique collaboration, we are launching Prime Series in a fun and informative way while delivering memorable storytelling through our world-class athletes."

Amazon Private Label vs Exclusive Brand


When Amazon enters a new category, it’s common for existing players in that space to shudder. It entered the sports nutrition category in stealth mode in 2018.


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