The New York Times: Everything on Amazon Is Amazon!



Late last week the New York Times once again joined the long line of the traditional press taking a look at both private brand and the internet giant Amazon with the release of the article Everything on Amazon Is Amazon! by journalist John Herman. The article takes a look at what going on with private brands, exclusive brands and all variations of labels and brand within Amazon. It\’s an interesting read complete with quotes from myself.

He closes the length article with this inciteful statement “Brooke Mille (Any Amazon Brand) is no more a lie than any other brand: It’s just newer and faster and more online. And it has a lot more company.”

Everything on Amazon Is Amazon!


The infinite retailer appears to be ushering untold numbers of stealth brands into your life, even as it plans to take over the East Coast. If you like Ween Charm, you’ll love Austin Mill!

In 1618, an aspiring alchemist in Constantinople named Avedis created his first copper alloy cymbals. In 2018, a few hundred products from his brand, Zildjian, one of the oldest companies in the world, are eligible for Amazon Prime shipping, just like Hanes underwear or Xerox copiers or Bounty paper towels or Chanel perfume or an Eames chair or Colgate toothpaste or a brand-new PopSocket for your phone.

There are vanishingly few types of consumer goods that you can’t buy, in some form, on Amazon. But it is missing plenty of brands. In 2009, the company started selling products under its own name. It soon moved beyond the first AmazonBasics — items including budget electronics and batteries — to a wider range of Amazon-branded products. This was followed by an explosion of company-owned brands, including dozens with Amazon-free names.

Read the entire article


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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.