This article from the Wall Street Journal on the expansion of Private Brand at Amazon is a great look at the evolving Private Brand program.
At Amazon, Designs of Its Own
Amazon.com Inc. is quietly expanding its private-label business in a bid to diversify away from its online bookstore roots and become more like a general retailer.
The latest sign: The Seattle-based e-commerce giant — known for high-tech innovations like one-click checkout and the Kindle e-reader — last month received a U.S. design patent for a wooden chopping block.
The $24.99 Pinzon bamboo cutting board is being sold as part of a line of Amazon’s own kitchen products on its Web site. It features two surfaces, one flat and the other curved. A curved blade, designed for chopping herbs, is stored inside the block.
In June Amazon launched a new collection of private-label kitchen utensils, designed by Seattle Chef Tom Douglas and sold under his name.
Amazon won’t disclose any other patent applications, but says it is always evaluating opportunities to patent the designs it develops for private-label products.