Private label is where it’s atIn today’s “paradox of choice” consumer economy, characterized by consumers confronted with too many choices in most any category under consideration for purchase, private label brands make the selection process simple and smart. Shoppers already trust the retailer that they are patronizing, so they confidently extend that trust to buying their private label brands. That those private label brands are cheaper than the national brands is another good reason, especially with the knowledge that private label products today are often manufactured by the same companies that make the name brands and to virtually identical quality standards. Amazon’s plans for private label dominanceA recent study by Gartner L2 delves more deeply into Amazon’s ambitious private label brand strategy across all its offerings, which in sheer numbers is led by its home-grown clothing, shoes and jewelry brands, accounting for 86% of Amazon’s private label brands. While only three of Amazon’s ~80 private brands include “Amazon” in their name, these represent nearly 25% of the company’s private label products.

Source: Forbes May 06, 2018 17:03 UTC