Amazon is dropping dozens of in-house brands you didn’t even know it owned

Illustration showing Amazon’s logo on a black, orange, and tan background, formed by outlines of the letter “A.”
Illustration by Alex Castro / The Verge

Amazon is slashing the number of in-house brands it offers on its marketplace. The retail giant plans on cutting 27 of its 30 private-label clothing brands as it looks to cut costs and stave off antitrust scrutiny, according to a report from The Wall Street Journal.

Over the years, Amazon has created dozens of private-label brands across a variety of departments, most of which operate without Amazon branding, such as Solimo, Wag, and Mama Bear. However, this cutback will leave Amazon with just three in-house clothing brands: Amazon Essentials, Amazon Collection, and Amazon Aware.

Additionally, the WSJ notes that Amazon is ditching some private-label furniture brands as well, including Rivet and Stone & Beam. Sources close to the...

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