Sears Launches DieHard Brand On Amazon

In a further move to leverage its brand portfolio, Sears Holdings is launching DieHard products on Amazon.com.

The company positioned the move as celebrating DieHard’s 50th anniversary. An assortment of DieHard jump starters, battery chargers and maintainers debuted on amazon.com/diehard. Passenger car tires and automotive batteries will begin appearing on Amazon in early 2018, Sears Holdings stated.

“DieHard is America’s most trusted and preferred automotive battery brand and the collaboration with Amazon makes it easier for millions to shop the brand,” said Tom Park, Sears Holdings president of Kenmore, Craftsman and DieHard brands. “As we have previously stated, we want to diversify the revenue streams of our iconic brands and launching on Amazon.com will significantly expand the distribution and availability of the DieHard brand in the U.S., building on the success of our recent Kenmore appliances launch on Amazon.com.”