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Amazon Will Regret Building Private Label Brands

Amazon Will Regret Building Private Label Brands

Revenue from Amazon private label brands pales in comparison to the negative attention they have attracted. Amazon's brands have only grown to a few billion dollars in sales a year - less than 1% of company's total sales - while drawing increasing critique from the industry and the press, and more recently scrutiny from government regulators.

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Amazon Tests "Our Brand" Label

Amazon Tests "Our Brand" Label

Amazon is testing a new "Our Brand" badge for its private label products. Sponsored products ads for Amazon-owned brands now have a label "Our Brand" instead of "Sponsored." Amazon has also increased the number of sponsored products ads at the start of search results from two to three across all searches.

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Amazon Can’t Force Their Mattress Become a Best-Seller

Amazon Can’t Force Their Mattress Become a Best-Seller

Last year Amazon launched two high-profile AmazonBasics products - a $59.99 Alexa-enabled microwave and a foam mattress starting at $129.99. However, while the microwave became the best-seller from day one, the mattress failed to do the same. Amazon's private label efforts is not a best-seller-generating magic box. Understanding why some products don't become best-sellers tells a more revealing story than those who do.

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Belei, Amazon’s First Skincare Brand, Is Not a Hit

Belei, Amazon’s First Skincare Brand, Is Not a Hit

In March, Amazon launched Belei, a skincare brand consisting of cleansing wipes, moisturizers, masks, and serums. Six months later, the brand has failed to impress consumers. Belei products are rated 3.8 out of 5 stars, and none had become best-sellers.

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Amazon's New "Top Brand" Badge

Amazon's New "Top Brand" Badge

Amazon is testing a new "Top Brand" badge for products from established brands. If and how this badge gets rolled out could have a substantial impact on how shoppers decide which products to buy as well as how established brands defend against price-aggressive private label products.

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Amazon Is a Monopoly, an Interview With Sally Hubbard

Amazon Is a Monopoly, an Interview With Sally Hubbard

In an interview with an antitrust expert Sally Hubbard, we discussed what makes Amazon a monopoly, how that affects consumers, businesses relying on Amazon, and competitors, as well as what actions and regulations antitrust investigations might bring in the future.

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Amazon Prime Day Focuses on “Exclusive”

Amazon Prime Day Focuses on “Exclusive”

On Prime Day 2019, the biggest winners were known brands and Amazon devices, as Amazon-owned private label brands took a back seat, according to Marketplace Pulse research. Over a million products were available with a Prime Day deal, but as competing retailers like Walmart and Target launched their shopping events, Amazon shifted focus to exclusive products and new product launches.

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Number of AmazonBasics Best-Sellers up Fifty Percent in a Year

Number of AmazonBasics Best-Sellers up Fifty Percent in a Year

The number of AmazonBasics best-sellers has grown by fifty percent in a year - from just over 700 in July 2018 to surpassing 1,000 this July. Amazon continues to launch new products, validate demand for them, and stop selling those which fail to attract customers.

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The Last Surviving Amazon Resellers

The Last Surviving Amazon Resellers

Less than 24% of the top Amazon third-party sellers are large resellers, each representing hundreds of brands on Amazon. Their share of the top sellers has been decreasing by two percentage points a year - down from 26% in 2018, 29% in 2017, and 31% in 2016 - indicating the challenges of growing a reseller type business on Amazon.

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Only 22% of Searches on Amazon Include a Brand Name

Only 22% of Searches on Amazon Include a Brand Name

More than three-quarters of Amazon searches are unbranded, seeking for generic products rather than name brands. Search terms highlight how Amazon shoppers' behavior is shifted from a brand-driven world observed elsewhere to a needs-based decision process.

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