Amazon’s Denali tool brand goes way back, but it fizzled out over the years, seemingly replaced by their AmazonBasics brand of value-priced tools. It looks like Amazon has reversed course and has launched several new Denali tool products.
Amazon is targeting a broad audience with this brand, saying it is ideal for professional builders, weekend warriors, and serious do-it-yourselfers.
They also say that Denali tools provide exceptional craftsmanship and professional-grade features.
At this time, there are just 3 categories of tools and accessories – tool storage, work gloves, and saw blades.
Here’s what they have so far:
Tool Storage – tool bag, tool boxes, wheeled work center tool boxes.
Work Gloves – impact-protected, anti-vibration, cowhide leather.
Saw Blades – circular saw blades, miter saw blades, table saw blades, jig saw blade sets, reciprocating saw blade sets.
Circular saw blades are available in 4-1/2″, 6-1/2″, 7-1/4″, 10″, and 12″ sizes. There are circular saw blades, metal-cutting blades, miter saw blades, and table saw blades.
To be frank, I’m surprised at how broad the selection is, especially the saw blades.
“Amazon Brand Denali” vs. Amazon Basics
With Amazon Basics, the idea is simple – highly rated products at low prices. The Amazon Basics brand includes all kinds of products – tools, batteries, pet supplies, fitness equipment, kitchen gear, electronics cables, office supplies, bedding, and other types of everyday items.
Amazon looks to be taking a very different approach with the Denali brand, seemingly treating it as a private label tool brand.
The Denali tools and accessories are also priced higher than Amazon Basics offerings. For example, an Amazon Basics 21pc reciprocating saw blade set is priced at $18.19, and a Denali 15pc blade set is priced at $19.99.
Amazon Denali has two taglines – ready when you are and Denali can help get it done. There’s also no mention of relative pricing or value in the marketing language.
The two brands are marketed very differently. Amazon Basics is about value, Denali looks to be about solutions.
Amazon also has an “Amazon Commercial” brand that includes products such as electrical testers and multimeters, and hose reels.
It’s curious that Amazon revived their Denali brand, rather than going with an Amazon-DIY type of branding. I suppose that the Denali brand can span multiple segments and target multiple audiences, such as “serious DIYers” and “professional builders” without introducing any preconceptions or bias.
It will be interesting to see where this goes.