Amazon May Be Preparing for Major Jewelry Push, Filing Suggests

A trademark filing suggests Amazon might have big plans for the jewelry market.

The company is seeking to trademark the brand “For Keeps by Amazon” to be used for “precious metals and their alloys and goods in precious metals” as well as the “online retail sales of jewelry,” Business Insider reports.

The filing with the U.S. Patent and Trademark Office is not conclusive proof of what the company plans to do. But by the Business Insider’s analysis, it could mean Amazon is looking to “double down” on jewelry. 

Amazon currently sells a line of value-oriented jewelry called the Amazon Collection. Another private-label offering would take the company deeper into that arena, in line with the strategy it’s pursuing in many other product categories, from clothing to furniture.

Amazon did not respond to Business Insider’s request for comment.

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