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Amazon tests new brand & # 39; Top Brand & # 39; to increase clothing sales

Amazon wants customers to buy more clothes.

The store giant is testing out a new brand for some of its more high-profile clothing brands on its website: "Top Brands." Brands like Fruit of the Loom, Under Armor and New Balance now have some of the clothes branded with the new brand.

Search for "sneakers" for example, and the results coming from New Balance will be tagged with the new tag. Search for "t-shirt" and some options from Under Armor may come up as "Top Brand."

The new brand was first discovered by Juozas Kaziukėnas, founder of Marketplace Pulse. The testing was confirmed to Bloomberg by an Amazon spokesperson, who said it was to designate brands that are popular with customers.

It is unclear what makes a brand a top brand. This ambiguity mimics the labels "bestseller" and "Amazon & # 39; Choice", where Amazon gives only a hint of what exactly goes into the formula behind what products are considered such.

Top brand is not part of Amazon Advertising, and brands do not pay for the privilege of being branded as a top brand.

Amazon's incredible number of deals can be somewhat unmanageable ̵

1; especially for customers who want to buy clothes. There are many different brands, many from labels that customers may never have heard of and that are usually not transported in local departments or large box stores.

The top brand code can be a way for the company to flag the brands customers are already familiar with, and it can be more comfortable to buy without looking in person or trying. It can also be a way to steer customers away from the many affordable alternatives to brand name options.

Amazon has been very active in trying to carve out a larger part of the wardrobe.

It has developed and launched many new private label brands, and launched Prime Wardrobe, a trial-before-you-buy service with free return shipping.

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