Amazon's latest copycat brand: Allbirds – Quartz

In its quest to be "The Everything Store", Amazon has been known to copy popular goods and sell them for cheaper.

Allbirds now seems to be the last target. Billing them as the "most comfortable shoe in the world," Allbirds creates eco-friendly footwear that is unofficially recognized as part of Silicon Valley's technology work and entrepreneurial uniform. The five-year-old direct-to-consumer shoe launch has been valued at $ 1.4 billion, not selling its products on Amazon.

Now, the Amazon brand 206 Collective Men's Galen Wool Blend sneakers bears a striking resemblance to Allbird's popular Wool Runners shoes ̵[ads1]1; at a much lower price. While Allbirds sells for $ 95, the Amazon brand is priced at $ 45. The shoe appears to have been recently released, with the first customer review dating to September 19. Amazon did not immediately respond to a request for comment.

Accumulating data on sales history and buying patterns for customers, the online store can quickly turn around copies of existing products and at a much lower price. For years, Amazon has aggressively cut out the middleman to earn more. Since the launch of AmazonBasics in 2009, it now reportedly carries 135 brands selling items from batteries to everyday items. Amazon sells products that are very similar to the top-selling items. For example, Instant Pot has been a hit for Amazon, and for more than a year it has sold an AmazonBasics clone of it.

The site has also adjusted the search system to more prominent features that are more profitable for Amazon, according to a recent Wall Street Journal report. Amazon denied the report.

If you look up a particular brand on the site, there is a chance that it will return lists of products similar to "no results."

Screenshot of the "Warby Parker" search results on

It makes sense for Amazon to imitate brands – Amazon's name can only extend so far. And many consumers certainly appreciate cheaper alternatives to advanced brands.

But the brands often scold that Amazon is cloning them. European regulators have asked if Amazon copies products sold by other sellers on the site, and whether Amazon's access to sales data gives it an unfair advantage. Brands have also accused Amazon of not doing enough to prevent counterfeits from being sold through the site.

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