From Marketplace Pulse:
According to Marketplace Pulse research, Amazon-owned private label brands are not nearly as successful as many paint them to be. Amazon has been successful in creating generic items at low prices, but only when using the Amazon brand name (i.e., AmazonBasics and Amazon Essentials). Otherwise, the hundreds of brands and tens of thousands of products launched are not resonating with customers.
"It started with a simple battery," wrote Julie Creswell for the New York Times. Around 2009, Amazon quietly entered the private label business by offering a handful of items under a new brand called AmazonBasics. In just a few years, AmazonBasics had grabbed nearly a third of the online market for batteries, outselling both Energizer and Duracell on its site.
On the surface, Amazon is utilizing its knowledge of its powerful retail machine to steer shoppers toward its in-house brands and away from its competitors. The goal of this research was to check if this was true. To validate if the success of AmazonBasics batteries could be extrapolated to other brands and different categories...