BWS Financial analyst Hamed Khorsand doesn't believe Amazon's private-label goods will really contribute much to its sales in the long run, though.
Most of people do NOT care about the label and brand, what they really care is the price!
Amazon ranked one of fastest rising digital brands http://sparxoo.com/2009/09/21/interbrand-best-global-brands-coke-1-google-rising/
Now it make sense the market was flat to slightly up and AMZN remained slightly down. Someone new this article was going to come out this weekend.