Amazon Owns a Whole Collection of Secret Brands (qz.com)

Mike Murphy, writing for Quartz: After decades of selling products -- and knowing exactly what people are buying, and when they are buying it -- Amazon has started cutting out the middle-man by selling self-produced items. Through its AmazonBasics house brand, it sells all sorts of small items, from iPhone chargers, to batteries, power strips -- even foam rollers, backpacks and washcloths. It's the sort of stuff that you might not be too brand loyal over -- who really minds whether it's a Duracell or a Panasonic battery? Amazon sees that a product is selling well, and may decide to work with manufacturers to make the product itself -- it's a tactic that is already worrying vendors, and can't bode well for partnerships in the long run. But those are the obvious instances. Now, Amazon is selling products across a wide array of categories, using a host of brands that do not exist outside the confines of amazon.com and do not make it clear that they are Amazon-made products. Trawling through over 800 trademarks that Amazon has either been awarded or applied for through the US Patent and Trademark Office (USPTO), Quartz identified 19 brands that are owned by Amazon and sell products or have product pages on amazon.com: Arabella, for lingerie products; Beauty Bar for cosmetics; Denali for tools; Franklin & Freeman for men's shoes; Happy Belly for fresh food; James & Erin for women's clothing; Lark & Ro for women's clothing; Mae for underwear; Mama Bear for baby products; Myhabit for consumer goods; North Eleven for women's clothing; NuPro for tech accessories; Pike Street for linen; Pinzon (by Amazon) for linen; Scout + Ro for kid's clothing; Single Cow Burger for frozen food; Small Parts for spare parts; Smart is Beautiful for clothing; and Strathwood for furniture.

Comments

Re:Just like every store

[jellomizer]

A lot of smaller stores does this as well. Back in the days before every business decision seems to have a deep underhanded conspiracy, they use to call them generic brands, often sold at a lower price. Because you are not paying for the brand name. Or sometimes they will make their own product at a higher quality and put a fancy premium name on it. To get peoples attention.

While Amazon would probably be happy that people may choose their brands. It isn't like there is a huge advertising push to get these brands well recognized.