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Marketplace Pulse founder Juozas Kaziukenas claims that the notion that Amazon can "introduce a product and magically use data to dominate a category is just a conspiracy theory." Kaziukenas claims that analysts cite a few successful examples, like batteries, to support that narrative, but most of Amazon's other products "aren't successful at all," and other companies "continue to outsell" Amazon's private-label products.

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That has led data firm Marketplace Pulse to suggest that its private-label brands aren’t as successful as many believe.

“The brands Amazon launched are weak from the point of view of traditional brand building practices, have little brand recognition, no presence outside of Amazon, and rely on low prices and high ratings,” wrote Marketplace Pulse founder and CEO Juozas “Joe” Kaziukėnas in a comprehensive blog post. “The brands Amazon has launched are not brands. They are a collection of products for when the brand doesn’t matte

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Amazon (NASDAQ:AMZN) has tried to follow Target's lead, but while it has created hundreds of private labels, the strategy hasn't been nearly as successful for the e-commerce giant, according to a recent Marketplace Pulse study. In fact, it turns out that Amazon has had better results with something more akin to the old-school generic model.

Amazon has built more than 400 exclusive brands, some of them through third-party partnerships, but almost none have gained traction with consumers. Based on the Market Pulse research, the company's 10 most successful private-label brands account for 81% of its private-label sales. And of those, its best performer by far is the AmazonBasics line -- a throwback to the old generics concept: While that brand is used on only 5% of the company's 23,000-plus private-label items, it delivers 57.8% of its private-label sales.

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According to Marketplace Pulse’s sweeping study, which analyzed 23,142 products launched by Amazon under more than 406 different private label brands, “Amazon-owned private label brands are not nearly as successful as many paint them to be.”

“The popular narrative has been that by utilizing internal data, Amazon can launch its brands in many categories and capture most of the category’s sales,” Marketplace Pulse’s report states. But, for the most part, “there is no evidence of this working.” In reality, while the Seattle-based e-commerce giant “has been successful in creating generic items at low prices,” that success is almost exclusively evident when the $1 trillion company is “using the Amazon brand name,” such as AmazonBasics and Amazon Essentials. Otherwise, Marketplace Pulse states, “the hundreds of brands and tens of thousands of products launched are not resonating with customers.”

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Umso gelegener kommt da eine Untersuchung der Analysefirma „Marketplace Pulse“, über die zuerst die Nachrichtenagentur Bloomberg berichtete. Demnach ist das Eigenmarkengeschäft von Amazon kein allzu großer Erfolg. Im Gegenteil: Die Mehrheit der über 400 Amazon-Eigenmarken und der 23.000 dazugehörigen Produkte floppt. Es gäbe zwar eine Handvoll Produkte, die Amazon selbst vertreibe und die viele Menschen bestellten, aber die meisten Eigenmarken setzten sich nicht durch.

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But there are vulnerabilities, and most recently, Juozas Kaziukėnas, founder of Marketplace Pulse, dug into the performance of Amazon's private brands and concluded that they're not doing as well as many might think.

"Amazon's private label efforts have been given too much credit, both in their ability to disrupt categories and the capability to utilize internal data," he wrote in his report, released this week. "Outside the outliers like AmazonBasics batteries, most brands launched didn't do well, despite the unfair access Amazon has to its platform."

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Amazon's top 10 private labels get the lion's share of the exposure that the e-tailer's private brands receive from customers, accounting for a resounding 81% of all the customer reviews left for Amazon private labels, according to a study by Marketplace Pulse.

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Das ist aber nicht der Fall, wie eine aktuelle Untersuchung in der Praxis zeigt. Das Marktforschungsunternehmen Marketplace Pulse hat die Absatzzahlen von 23.000 Produkten analysiert, um herauszufinden, wie sich diese gegenüber den Amazon-Hausmarken behaupten können. Das Ergebnis: Unerwartet gut.

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Despite Amazon.com’s success with products such as its Echo voice-activated speakers, not everything is quite as rosy when it comes to the e-tail giant’s private label products, according to a Marketplace Pulse study.

The research firm analyzed more than 23,142 products under 406 labels — some private and others exclusive to Amazon — and found that the top 10 brands generated 81 percent of sales. AmazonBasics, the company’s line of everyday tech products that includes a wide range of items such as batteries and bath towels, represents only 5 percent of products launched by the retailer yet generates 57 percent of its private and exclusive brand sales.

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But according to a new report from Marketplace Pulse, an e-commerce research firm, most Amazon-owned brands aren’t resonating with shoppers yet. Marketplace Pulse looked at 23,000 products from Amazon-owned or exclusive brands and concluded that a handful of brands, like AmazonBasics and Pinzon, made up the bulk of sales. “Amazon added more than 100 brands in 2018, but none of the recent launches are category leaders,” the report said.

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