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House-brand cold remedies are hot site search topics for major retailers

When it comes to cold and flu remedies in their own search results, big e-retailers say ‘promote thyself.’ Private-label products outperform name brands for some of the largest retailers’ web search results in the cough, cold and allergy products category in the U.S., according to a recent study by Clavis Insights, titled “US Analysis of Cold and Flu Remedy Brands Online Channel Search Performance.”

In the most striking example, Wal-Mart Stores Inc.’s private-label Equate brand cold remedies took the top 11 spots in a search for “cold & flu” on Walmart.com, and 13 of the top 20 spots in first-page search results. Equate has a 4.6% share of the overall cough, cold & allergy market, according to global research firm Euromonitor.

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