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Surprise! Amazon now sells more than 70 of its own private-label brands

The biggest push has come in the clothing category.

Amazon Presto dishwasher detergent packs
Amazon’s Presto household product brand
Amazon
Jason Del Rey has been a business journalist for 15 years and has covered Amazon, Walmart, and the e-commerce industry for the last decade. He was a senior correspondent at Vox.

After Amazon launched its first private-label brands in 2009, the company took a four-year hiatus before it created any more. And when it got back into the game with the launch of its own diaper brand in 2014, it was an embarrassment; a design flaw led the company to pull poop pouches off of its virtual shelves less than two months after launch.

How things have changed.

Since the start of 2017, Amazon has gone on a private-label rampage, releasing at least 60 of its own brands — predominantly in the clothing, shoes and jewelry categories, according to a new study from the research firm L2. Amazon now sells more than 70 of its own brands by Recode’s count, after checking L2’s list with Amazon.

With the rapid expansion, the company has silently delivered a message to retailers and brands that have shrugged off its earlier private-label launches as simply tactics that many retailers employ: We’re going big.

“We take the same approach with private label as we do with anything here at Amazon: We start with the customer and work backwards, aiming to bring them products we think they will love,” an Amazon spokesperson said in a statement to Recode. “We continue listening and learning from customers as we expand our selection.”

She pointed out that Amazon’s Mama Bear line recently expanded into diapers and baby food pouches, and Presto, which started with laundry detergent, has added household paper towels and toilet paper to its product line. The company also has created its own furniture lines with Rivet and Stone & Beam.

In fashion, Amazon started out in 2016 with brands like the women’s contemporary line Lark & Ro and the kids clothing label Scout & Ro. But more recently, it has added denim brands like Hale and a sweater collection called Cable Stitch.

Retailers typically create their own store brands — at least in part — to hit different price points that outside brands aren’t serving. These brands also typically help boost profits, because retailers can highlight them in their own stores — or on their own virtual shelves — without shelling out big marketing expenses to get them in front of consumers.

Even if many of Amazon’s brands flame out, its private-label approach has the potential to be disruptive because of how much data it can easily analyze about competitor brands that sell on its site — which products and price points are selling, and why — after mining customer reviews.

Amazon also owns the most powerful online distribution channel in U.S. retail, plus Whole Foods. And if shopping thorough its Alexa voice service ever takes off, the company would be positioned to recommend its products before any others.

Here’s a look at a list of Amazon’s brands as of March, as surfaced by L2. Some brands have been removed from L2’s list because they either are no longer available, are sold exclusively on Amazon but not owned by Amazon, or because Amazon denied that they are theirs:

Clothing, Shoes & Jewelry

206 Collective

7Goals

A for Awesome

Amazon Essentials

Arabella

Buttoned Down

Cable Stitch

Camp Moonlight

Clifton Heritage

Coastal Blue

Comfort Denim Outfitters

Core 10

Crafted Collar

Daily Ritual

Denim Bloom

Emma Riley

Essentialist

Good Brief

Goodsport

Goodthreads

Hale Denim

Haven Outerwear

Hayden Rose

Indigo Society

Isle Bay Linens

Kid Nation

Kold Feet

Lark & Ro

Leather Architect

Lily Parker

Madeline Kelly

Madison Denim

Mae

Mariella Bella

Mint Lilac

Moon and Back

Ocean Blues

Painted Heart

Paris Sunday

Peak Velocity

Plumberry

Quality Durables Co.

Rebel Canyon

Rugged Mile Denim

Savoir Faire

Scout + Ro

Signature Society

Smitten

Social Graces

SomethingForEveryone

Spotted Zebra

Stocking Fox

Suite Alice

The Fix

The Lovely Tote Co.

The Luna Coalition

The Plus Project

The Slumber Project

TheCambridgeCollection

Trailside Supply Co.

True Angel

Ugly Fair Isle

Velvet Rope

Wild Meadow

Wood Paper Company

Cross-Category

AmazonBasics

Grocery

Happy Belly

Wickedly Prime

Health & Household

Amazon Elements

Mama Bear

Presto

Home & Kitchen

Pinzon

Rivet

Stone & Beam

This article originally appeared on Recode.net.

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