Amazon private labels a flop?

Amazon’s private brands do not threaten other businesses selling similar products, according to a study by Marketplace, a New York e-commerce research firm.

According to Bloomberg, most Amazon-branded goods are flops that don’t threaten other businesses at all. In fact, after evaluating more than 23,000 Amazon products, the study found that shoppers aren’t more inclined to buy Amazon brands even when the Seattle-based company elevates them in search results.

“This idea that Amazon can introduce a product and magically use data to dominate a category is just a conspiracy theory,” says Juozas Kaziukenas, founder of Marketplace Pulse. “There are a couple of successful examples everyone uses, but most of their products aren’t successful at all and many other companies continue to outsell Amazon even after it introduces its own competing brands.”

To read the Bloomberg article, click here.