Vinegar is a browser extension designed to provide transparency into the ownership of brands and products encountered while shopping online. As users browse product pages on supported retailers, Vinegar automatically extracts brand names and queries a registry-backed, community-sourced database to display detailed ownership chains. This allows shoppers to see not only the direct owner of a brand but also any parent companies, including major conglomerates, along with financial figures and links to public sources for verification.
The extension highlights when a brand is owned by a large conglomerate, specifically flagging companies with valuations over $50 billion. Users can set up personal avoid lists to receive warnings if a product is connected to a company they wish to avoid. Vinegar displays clear notifications when a product links to an entity on the user's avoid list, and it surfaces badges indicating whether the ownership data comes from its registry or includes community-submitted context. Each ownership claim is accompanied by source links, such as Wikipedia entries, government filings, or press releases, supporting transparency and user verification.
Vinegar currently supports brand ownership lookup on Amazon for free users, with verified brand and parent data, conglomerate revenue flags, avoid lists for up to three companies, and source links for every claim. The premium subscription unlocks additional features, including multi-platform support for retailers like Walmart and Target, access to the full ownership chain, unlimited avoid lists, a brand search and history page, and more features as they are developed. 99 per year.
The tool is developed by Convoke LLC and is positioned as an index that aggregates data from public sources without editorializing. Vinegar emphasizes user privacy, stating that it does not sell user data and only collects what is necessary for the extension to function. It is intended for online shoppers who want to make informed decisions about the companies behind the products they purchase.
Vinegar is a Browser DevTools & extensions product. It focuses on understanding the true ownership of products while shopping online to make informed purchasing decisions. It is built as a consumer product for conscious consumers. A free plan is available; paid tiers begin at $5. Vinegar is available on the web and embeddable surfaces.
Vinegar first shipped in 2026. Key capabilities include brand ownership display, avoid list, and conglomerate detection.
Latest indexed changes and source events
Vinegar: Brand & Product Ownership Checker verified by the PulseGate indexer
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