Amazon & Private Label. It started with a simple battery.

On the surface Amazon‘s move into private label appears to be a deft move.

Analysts predict that nearly half of all online shopping in the United States will be conducted on Amazon’s platform in the next couple of years. That creates a massive opportunity for Amazon to more than double revenue from its in-house brands to $25 billion in the next four years. That’s the equivalent of all of Macy’s revenue last year.

It started with a simple battery.

In 2009, Amazon quietly entered the private label business by offering a handful of items under a new brand called AmazonBasics. Early offerings were the kinds of unglamorous products that consumers typically bought at their local hardware store: power cords and cables for electronics and, in particular, batteries — with prices roughly 30 percent lower than that of national brands like Energizer and Duracell.

The results were stunning. In just a few years, AmazonBasics had grabbed nearly a third of the online market for batteries, outselling both Energizer and Duracell on its site. The company now has roughly 100 private label brands for sale on its huge online marketplace.

Julie Creswell – The New York Times

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