Amazon and branding
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In 2019, Amazon told Congress it had 45 in-house brands selling approximately 158,000 products.
We found that Amazon has now registered trademarks for more than 150 private-label brands, and market research firm TJI Research estimated the number of brands developed by others but sold exclusively on Amazon.com at 598 in 2019. Some of its house brand names signal to buyers that they are part of the company—such as Amazon Basics, Amazon Essentials, and Amazon Commercial.
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