Pepsi launches brand exclusively on Amazon

PepsiCo Inc. announced last week an unusual move to launch Pepsi True, the fifth brand to carry the company's name, exclusively on Amazon.com.By Tom Ryan

Simon Lowden, chief marketing officer at PepsiCo North America, told USA Today the Amazon rollout "lets PepsiCo use a high-profile channel to gauge initial response. 

It also allows the product to get some scale and awareness before it goes into the bottler system."

A Pepsi spokesman further told Reuters the decision follows online successes for Pepsi's other products. Starbucks Double Shot Light, sold through a joint venture with Starbucks, is Pepsi's top-selling online item year-to-date.