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Business

Amazon executives have discussed dropping Amazon Basics to appease antitrust regulators




Amazon celebrated the biggest Prime Day in the sales event’s eight-year history earlier this week. But the incident was followed just hours later by news of a series of major proposed changes to how Amazon conducts business in Europe with the aim of settling accusations from regulators that Amazon engages in anti-competitive behavior.

Amazon’s proposed licenses include providing more visibility to listings from multiple vendors for a given product, giving customers more choice. They also prohibit the company from using non-public data from Amazon sellers to increase Amazon̵[ads1]7;s own retail business, including private labels.

But Recode has experienced that top executives at Amazon have also internally discussed taking a more drastic step to avert regulators: to abandon their private label business altogether. At least as recently as last year, several top executives at Amazon, including the current worldwide retail chief Doug Herrington and its attorney general David Zapolsky, expressed a willingness to make this different but significant change if it meant avoiding potentially harsh remedies as a result of government investigations in the US or abroad, according to a source with knowledge of the discussions.

Amazon’s private label business includes homemade brands such as Amazon Basics, which sells everything from garbage bags to batteries to office chairs, as well as the Amazon Essentials clothing line. The business line also includes brands that do not bear the Amazon name, such as the Presto stationery brand, the Happy Belly food brand and the Goodthreads fashion line. Such a license will not apply to the company’s own gadget lines, including Kindle, Echo and Fire TV devices. Amazon’s use of private label brands has come under criticism from politicians and regulators, not only because they exist, but because of the data Amazon uses to create them and the tactics it uses to favor them in search results on the shopping site and app.

“There was a strong consensus that this could be a viable option if the company was ever pushed into a position where it had to negotiate a settlement,” the source told Recode. This person requested anonymity because they were not authorized to disclose internal discussions.

Amazon spokeswoman Betsy Harden said the company has not “seriously considered” closing its private label business and continues to “invest in this area, just as our many retail competitors have done for decades and continue to do so today.”

Early on Friday, the Wall Street Journal reported that Amazon has cut back on the selection of private labels.

Talks at Amazon about leaving their private labels went on and on for several years as the investigation of the business line increased, the source said, with executives expressing a desire to keep this potential means hidden so that it could appear to regulators as a major concession. . Leaders of such a decision believed that Amazon had the right to sell brands with private labels as many retailers do, but that the business was not strategically crucial enough to defend itself in the face of more serious potential remedies sought by antitrust enforcers. When a company like Amazon offers such a concession, it does so with the hope of shutting down any ongoing investigations.

“One goal of the negotiations is to get completely out of the loop of inquiries,” Bill Kovacic, a former FTC chairman, told Recode. “It means all this disappears.”

Amazon has said that their private label brands account for a low single-digit percentage of total product sales in online stores. But they are still undoubtedly a significant source of profit for Amazon’s retail, in part because the company does not have to spend as much on advertising as an external brand does. At competing retailers such as Walmart, Costco and Target, internal brands account for a larger percentage of total sales. As of 2019, the largest effect of Amazon’s private label business was felt in the so-called “softlines” category, which includes items such as clothing and bedding. In that area, Amazon’s own brands accounted for 9 percent of the company’s first-party sales in that category, Amazon revealed to Congress in 2020.

Amazon consistently downplayed the importance of its private label business in testimony and communication with Congress during its Big Tech survey in 2019 and 2020. The Federal Trade Commission, one of the two major U.S. antitrust enforcement agencies, has been investigating Amazon since 2019, but has yet to to confirm an investigation or file a lawsuit against the company. The agency is now run by board chair Lina Khan, who in 2017 wrote a legal document called “Amazon’s Antitrust Paradox.” In it, Khan argues that the framework for antitrust enforcement over the past 40 years – which generally provides a pass to companies offering low prices or popular services to consumers – has not accounted for the damage to competition as digital gatekeepers such as Amazon. Khan also played a crucial role as a legal adviser The House Antitrust Subcommittee’s 16-month investigation into the Big Tech giants and into the production of the 400-page House Democrat reports, which claimed that all four of the top US technology giants engage in anti-competitive practices and must be curbed.

Amazon is also one of the main targets of the US Innovation and Choice Online Act, which is being advocated by Senator Amy Klobuchar and Rep. David Cicilline. The “self-preference” legislation will give regulators the power to sue the technology giants for business practices that favor their own products and services over third parties that conduct business on their platforms or that use non-public data from their own users to take advantage of their own services. . Amazon’s use of non-public data, including sales figures, has led to allegations that Amazon uses this type of information to copy best-selling products.

Amazon has fought the bill aggressively, funding advertising campaigns that give the dubious argument that, if enacted into law, the US Innovation and Choice Online Act would violate Amazon Prime. Supporters of the bill are still waiting for Senate Majority Leader Chuck Schumer to plan for a full Senate vote before the run-up to November’s midterm elections.

Although it is unclear what US lawmakers and regulators will do next, it appears that some of Amazon’s proposed concessions to antitrust officials at the European Commission are in line with some of the objectives of the US Self-Preferences Act.

For example, Amazon told the European Antitrust Commission that it would prevent its employees and computer systems from using “non-public” data from Amazon sellers – either from an individual seller or a group of sellers – to help Amazon’s first-party store. This first-party business consists of items that Amazon buys at wholesale prices from other brands and resells to customers, as well as private labels such as Amazon Basics that Amazon makes and sells itself.

It is the first of five major concessions, including three related to Amazon Prime. The first of the Prime-related changes would let sellers qualify for the Prime brand, even if they do not use Amazon’s warehousing and shipping service known as Fulfillment by Amazon (FBA) – Amazon has allowed a small percentage of sellers to do this in recent years, but it has done so increasingly difficult to do so, which means that the vast majority of salespeople have to use FBA to earn the Prime brand for their products. Another will ban Amazon from using information collected through Prime about the performance or prices of external logistics suppliers in favor of Amazon’s own logistics and delivery business. The latest Prime-related proposal would see Amazon no longer include the Prime brand in the algorithm that determines which business – whether it is Amazon or one of the third-party retailers selling through Amazon – wins a given sale when a customer searches for a product sold by multiple parties.

Finally, Amazon has proposed showing two different “shopping boxes” to give more visibility to product listings from different sellers when selling the same item at different prices or delivery rates. Today, Amazon customers around the world have to click on a small tab to see other purchase options than the one that Amazon’s algorithm selects as the Buy Box winner.

Now that Amazon’s European proposal is public, companies affected by the way Amazon does business have until September 9 to provide feedback on the concessions. The European Commission will then decide whether to accept Amazon concessions or push for changes or additions to the proposal.

There are currently no indications that European regulators want Amazon to stop all sales of its private label products. Nevertheless, we now know that some top executives at Amazon have considered the benefits of such a move, and it remains to be seen how they will respond to increased pressure from US regulators. In any case, evidence is mounting that Amazon is taking antitrust threats seriously.





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