Amazon’s Secret: 19 Phantom Brands

Quartz: “Amazon is selling products across a wide array of categories, using a host of brands that do not exist outside the confines of amazon.com and do not make it clear that they are Amazon-made products. Trawling through over 800 trademarks that Amazon has either been awarded or applied for through the US Patent and Trademark Office (USPTO), Quartz identified 19 brands that are owned by Amazon and sell products or have product pages on amazon.com.”

The Amazon brands include: Arabella (Lingerie); Beauty Bar (Cosmetics); Denali (Tools); Franklin & Freeman (Men’s shoes); Happy Belly (Fresh food); James & Erin (Women’s clothing); Lark & Ro (Women’s clothing); Mae (Underwear); Mama Bear (Baby products); Myhabit (Consumer goods); North Eleven(Women’s clothing); NuPro (Tech accessories); Pike Street (Linen); Scout + Ro (Kid’s clothing); Single Cow Burger (Frozen food); Small Parts (Spare parts); Smart is Beautiful (Clothing); Strathwood (Furniture).

“The only indication that any of these other brands might have an affiliation with Amazon is the fact that their company pages … say that their products are ‘exclusively for Prime members.’ It’s not clear that they’re exclusive because they are Amazon products, rather than products from companies that have struck deals with Amazon … It’s possible Amazon has other brands on its site that it hasn’t yet trademarked.”

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