Amazon.com has re-evaluated its branding business with private labels and has discussed leaving that business completely as a sales failure.
The company has drastically reduced the number of items it sells under its own brands, according to the Wall Street Journal.
As of 2020, Amazon’s private label business offered 45 brands representing 243,000 products.
The business has been a source of controversy because it competes with other vendors on the platform.
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The company has been criticized in recent years by lawmakers and others who accuse Amazon of favoring their products at the expense of products sold by other suppliers on the site.
The private label team was reportedly asked to cut the list of items and not reorder many of them, according to celebrities.
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Amazon’s private label business started in 2009 with consumer electronics products such as cables and expanded to other categories. It now includes everything from vitamins and coffee to clothing and furniture.
A spokeswoman declined to comment on whether it has discussed the possibility, or to say how many private label items it is cutting.
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Amazon has just completed its biggest Prime Day event in history this week.
The e-commerce giant said that Prime members bought more than 300 million items worldwide during this year’s two-day event, saving a record $ 1.7 billion. Customers spent over $ 3 billion on more than 100 million small business items. The company did not disclose the event’s total sales.