Inside the Complicated World of Amazon’s Private-Label Businesses

The retailer and third-party sellers are both partners and rivals

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In Amazon’s early days, enterprising merchants carved out lucrative niches for themselves by identifying what wasn’t being sold on the site, sourcing those products at low prices and offering them as third-party sellers. This phenomenon helped the ecommerce platform serve more consumers while mitigating its risk and made Amazon the so-called Everything Store it is today.

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This story first appeared in the May 6, 2019, issue of Adweek magazine. Click here to subscribe.

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