You've Been Warned: Buying Target's Signature Brands On Amazon Will Cost You

If you've ever searched Amazon for everyday essentials, then you might have seen Target's popular in-house brands listed alongside Amazon's own products. Target's private-label brands, like Up&Up (budget-friendly home essentials), Goodfellow & Co. (modern, affordable menswear), and Hearth & Hand with Magnolia (Chip and Joanna Gaines' rustic-chic décor line), have built a reputation for quality at accessible prices. These lines dominate the retailer's shelves, with Target's Good & Gather alone accounting for over 2,500 grocery products. 

Though these items are trusted by loyal Target customers, their presence on Amazon can complicate things. Notably, these items often come with inflated prices on Amazon. The reason for the price inflation is because Amazon doesn't stock these products directly. Instead, third-party sellers and independent vendors purchase these brands items in bulk from Target and then list them for resale on Amazon. It is the same reason buying Costco's signature Kirkland brand on Amazon will cost you. For Amazon, this is a win since allowing third-party vendors to sell Target brands can boosts the online retailer's credibility as a one-stop shop, all while luring shoppers who might otherwise visit Target's website or stores. In turn, third-party sellers can capitalize on Amazon's visibility, while Target's brands act as traffic magnets. 

Another reason why buying Target's signature brands on Amazon will cost you is because Amazon's third-party seller model creates layered fees. Unlike Target's website, where free shipping kicks in once a buyer spends $35, third-party sellers on Amazon bake fees (a strongly advised strategy) directly into prices. So a $5 bottle of Good & Gather dish soap might cost $8 on Amazon, partly because sellers factor in referral fees, Amazon fulfillment fees, and advertising costs. The same thing can be said for any popular brand without an official Amazon partnership, like Nike for instance.

Then, there are stealth fees, or fees buried in the fine print. For instance, while an Up&Up laundry basket might appear on Amazon for slightly more than its listed on Target's website, you might end up with an additional $5 tacked on for shipping once you check out. While this might not seem like a major increase on its own, when combined with the baked in fees, the final price of your laundry basket is now significantly higher than Target's price. This can catch consumers off guard, especially if they're used to seeing lower base prices in-store.

You don't have to ditch Amazon entirely although it is work mentioning that it has a secret section where you can get better deals. However, in order to save on Target's brands specifically, you will need to employ smarter shopping strategies — like skipping the middleman. You can buy directly from Target's website or in-store, guaranteeing that you'll pay the listed price for these items. Plus, you even get bigger savings when you use Target RedCard — it slashes 5% off most purchases and unlocks free shipping with no minimum order totals.

Also, let tech do the legwork. Brower tools like Honey and Keepa can easily track price histories across Amazon, Target, and other retailers. Before clicking the "buy" button, run a quick check to see if you can find a better deal. Then, vet the seller. On Amazon, you can click on the seller name, which is listed under the product title. If the seller listed is not does not Amazon.com, then you should proceed with caution since the product is being sold by a third party vendor.