# Exclusive eCommerce Kidswear 'Simple Joys by Carter's' Was Created Just for Amazon Prime By Laura McQuarrie | Published 2017-07-20 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/simple-joys References: [recode.net](https://www.recode.net/2017/7/9/15862090/carters-amazon-prime-exclusive-clothing-brands-simple-joys) & [amazon](https://www.amazon.com/Simple-Joys-by-Carter-s/pages/16354320011?tag=trenhunt0f-20) There are plenty of places online where parents may purchase apparel and accessories for their children, but [Carter's](https://www.trendhunter.com/trends/airplane-apology-agreement)—one of the largest clothing companies for kids in the United States—launched 'Simple Joys' expressly for [Amazon](https://www.trendhunter.com/trends/modern-moments) Prime members. The Simple Joys by Carter's clothing pieces are sold in bundles, offering sets of sleepers, blankets and bodysuits in multiple colorways. On the creation of Simple Joys, Carter's President Brian Lynch says: "It's the first brand we’ve done that’s 100 percent focused on the digital experience for digitally savvy millennials and a more affluent Prime customer." Several brands are now experimenting with the creation of products to be exclusively sold through Amazon. Recently, [King Estate Winery](https://www.trendhunter.com/trends/rise-baking-company) collaborated with Amazon on a wine brand called NEXT that is now being sold via Amazon Wine. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 73% | Activity: 88% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Alpha - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Amazon-exclusive Brands:** Carter's launch of Simple Joys for Amazon Prime members signifies the trend of brands creating products exclusively for Amazon. - **Bundled Clothing Sets:** The launch of Simple Joys by Carter's, offering sets of sleepers, blankets, and bodysuits in multiple colorways, highlights the trend of selling bundled clothing sets for kids. - **Digitally-focused Brands:** Carter's creation of Simple Joys as a brand dedicated to digitally savvy millennials and affluent Prime customers points to the trend of brands catering to the digital experience. ### Who This Affects Most - **Children's Clothing:** The launch of Simple Joys by Carter's for Amazon Prime members indicates the potential disruptive innovation opportunities in the children's clothing industry. - **E-commerce:** The trend of brands creating products exclusively for Amazon presents disruptive innovation opportunities within the e-commerce industry. - **Wine:** The collaboration between King Estate Winery and Amazon to create an exclusive wine brand shows disruptive innovation opportunities in the wine industry, specifically through online sales channels. ## Related on Trend Hunter - [Modern Baby Apparel Lines](https://www.trendhunter.com/trends/modern-moments.md) - [Specialty Baby Retailers](https://www.trendhunter.com/trends/ever-ever1.md) - [Exclusive Baby Clothing Collections](https://www.trendhunter.com/trends/silver-cross-naturenurture-collection.md) - [Branded Low-Cost eCommerce Stores](https://www.trendhunter.com/trends/amazon-haul.md) - [Exclusive Retailer Baby Products](https://www.trendhunter.com/trends/hello-world-by-best-choice.md) - [Retailer-Backed Maternity Capsules](https://www.trendhunter.com/trends/monica-and-andy.md) - [Fashion-Forward Baby Lines](https://www.trendhunter.com/trends/huggies-1.md) - [Sustainable Kids Apparel](https://www.trendhunter.com/trends/kidly.md) - [Dainty Children's Holiday Capsules](https://www.trendhunter.com/trends/janie-and-jack-1.md)