Amazon has cut the selection of private labels due to weak sales has begun to drastically reduce the number of goods it sells under its own brands, and the company has discussed the possibility of leaving the private label business altogether to alleviate regulatory pressure, according to people familiar with the matter.

Amazon’s private label business, with 243,000 products spread across 45 different house brands by 2020, has been a source of controversy because it competes with other vendors on the platform. The decision to reduce the house brands was partly a result of disappointing sales for many of the goods, the people said. It also came as the retail and technology giant has faced criticism in recent years from lawmakers and others that it sometimes provides benefits to its own brands at the expense of products sold by other suppliers on the site.

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