• Costco’s private Kirkland label to be phased out of Jet.com
  • Move comes as Sam’s Club aims to boost its own house brand

Wal-Mart Stores Inc.’s acquisition of Jet.com last year turbocharged its online business, but one element of Jet’s success hasn’t sat well at the parent company.

Since its 2015 founding, Jet has carried a broad array of products under the Kirkland Signature brand, which is owned by Wal-Mart rival Costco Wholesale Corp. A recent search for “Kirkland Signature” on Jet’s site yielded 229 results, ranging from 40-ounce jars of Kirkland cashews for $20.99 to 40-packs of organic roasted seaweed for $67.63.

That’s about to change. Jet is phasing out Kirkland products, spokeswoman Meredith Klein said by email, although some Kirkland products fulfilled by third-party sellers will remain. The move comes as Wal-Mart’s Sam’s Club chain works to boost sales by focusing on its own main store brand, Member’s Mark, consolidating about 20 different labels under that banner and adding 300 new products like sea salt caramels and all-natural pulled pork.

Jet now carries hundreds of Member’s Mark products, part of a broader effort to integrate it into Wal-Mart, even as it maintains its own distinct web presence separate from Walmart.com.

While it made sense for Jet to initially carry Kirkland, “it’s definitely odd that it’s on there now,” said Laura Kennedy, an…