Amazon: Voice, Algorithms & Alchemy

The latest edition of the Private Label Manufacturers Association’s (PLMA) web-based video magazine PLMALive! includes my story on web giant Amazon.

Data-based insights are what drive success in retailing today, and Amazon is perfecting consumer insight through a number of cutting-edge processes, including voice-ordering. Christopher Durham offers his own insights.

Make sure to catch my presentation on Amazon at this year’s Velocity: the My Private Brand Conference, April 29 – May 1 in Charlotte, NC.

In this presentation My Private Brand President, Christopher Durham will take a deep dive into the meteoric rise of private brand at online giant Amazon. Durham will paint a picture of the private brand successes and failures which fuel their continued, aggressive growth. With more than 100 private brands across virtually every category, the Whole Foods portfolio of private brands, and complete control of their ecosystem…the future of Amazon will be defined by private brand.


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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.