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Amazon private labels target wide range of shoppers

June 18, 2018

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While electronics launched Amazon’s private-label play, starting in 2009, that category has given way to apparel and home goods, according to this study. Amazon’s private labels offer mostly those two categories, though some of them are through its brands that began as household basics or electronics labels, according to Coresight.

For example, seven of Amazon’s 10 biggest private labels are apparel brands, reflecting the overall strength of the category. But among Amazon’s private apparel labels, only Lark & Ro is a major one.

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