Over the next few weeks, the monopolists at Amazon will launch private label items, from nuts to detergents to coffee to diapers, under the brands Happy Belly, Wickedly Prime, Mama Bear etc.
This is a huge step, one obviously copied from major supermarket chains, that will boost margins and further Amazon’s goals to decimate and destroy all physical stores in favor of a virtual world.
To me, this is a huge affront across the bows of PG, CLX, CL and other household names. The entry of Amazon into this sector, via private labels, means that pricing power will be challenged for the manufacturers of consumer goods. Studies have shown that people don’t recognize the difference between private labels and professionally managed brands made by companies like Church and Dwight.
Typically, private labels retail for 25-40% less than branded labels and have proven to be very effective tools in re-negotiating better deals for retailers with manufacturers.
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