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Secret Amazon brands aren’t crushing the competition—yet

Alison Griswold
Secret Amazon brands aren’t crushing the competition—yet

Retailers’ worst Amazon fear hasn’t yet come to pass. Amazon is developing a collection of brands it owns for everything from clothing to electronics to pet food. At last count, Amazon had more than 130 proprietary or private label brands, plus 422 brands sold exclusively on Amazon.com, according to brand tracker TJI Research.