This segment was mapped more accurately by e-commerce data specialist Marketplace Pulse, which scrutinised 10,000 products by Amazon's own brands across all categories on Amazon’s US website. Marketplace Pulse found that 49% of the products analysed sold for less than $20, while 12.1% sold for over $50. Even more intriguingly, 89% of these brands featured less than one hundred SKUs, with 25% of them actually having less than 10. Altogether, 47.7% of the private-label brands analysed belonged to the fashion, footwear and jewellery categories.
“Several [of Amazon’s own ] brands, notably in the apparel category, target a specific type of customer or respond to market demand for a specific type of product,” said Juozas Kaziukénas, author of the Marketplace Pulse report, who also underlined Amazon’s ability to order in bulk to keep prices down. “As a result, many of these brands are small in size. On the opposite side of the spectrum, generic brands like Amazon Basics are trying to offer a range of thousands of products in order to gain the customers’ trust with one brand only,” added Kaziukénas.