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Re/code reports on how Amazon, which "laid the groundwork for a massive line of in-house brands" with the 2009 introduction of the Amazon Basics private label, is seeing the strategy pay off.

"In batteries, for example, the AmazonBasics brand has become the most popular online, accounting for an estimated third of all digital sales in batteries as of last summer.

"In the baby wipe category, the Amazon Elements brand, which is two-and-a-half years old, holds an estimated 15 percent-plus of online market share — behind only Huggies and Pampers."

The Re/code story goes on: "As at other retailers, the private-label business at Amazon allows the company to offer low-priced alternatives to major brands as customers become increasingly comfortable with in-house brands. Retailers can keep prices on in-house brands low — in part because they don’t have to spend money on big traditional marketing campaigns to get them in front of shoppers."
KC's View:
The story makes the point that "Amazon currently sells hundreds of different products under the AmazonBasics name, from cutlery to medicine balls to poop bags for pets. Not everything has taken off. In 2015, Amazon stopped selling its own line of diapers less than two months after unveiling them. It hasn’t brought them back. Amazon also appears to offer only one flavor, and one pack size, of Mama Bear baby food, about a year after launch."

But ... Amazon does not let the failures either define or dissuade it. That's an important thing to know about Amazon.

Re/code is basing its story on a presentation recently made by investor Mary Meeker at its recent Code Conference, which is absolutely worth watching - here.