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Tech Crunch reports that a new study from data analytics firm 1010data concludes that "Amazon’s investment in its own private label products has been paying off ... The retailer now competes with vendors via its own products in over a dozen categories, including computer accessories, home goods, pet supplies, grocery items, and more." In some categories, the study says, "Amazon has even established itself as the online category leader."

While the study only focuses "on a handful of categories," the story says, "it’s a good glimpse into the power than has when it comes to marketing and selling its own products at scale. And the retailer has much larger plans for its private label items going forward ... Outside of consumer products, Amazon has also invested in fashion, having quietly launched over a half dozen private label clothing brands earlier this year, including Franklin & Freeman, Franklin Tailored, James & Erin, Lark & Ro, North Eleven, Scout + Ro, and Society New York."
KC's View:
It hasn't been a process without potholes for Amazon; let's not forget that its initial foray into private label diapers was a disaster. (They leaked. Not what one wants from a diaper.) But these guys are committed and persistent and willing to make mistakes on their way to getting it right.