Amazon is known for being a leading e-commerce platform, but did you know the company also produces its own products? The Seattle-based company has dozens of in-house brands covering a variety of categories, from clothing to home goods and beyond.
However, Amazon recently announced that it is dropping dozens of these in-house brands. It’s not certain what the future of the brands will be, though Amazon said it will focus on building more of its “high-potential” brands in the coming weeks and months.
The affected brands include 206 Collective, a line of men’s shoes; Franklin & Freeman, a line of men’s and women’s dress shoes; James & Erin, a line of women’s apparel; Lark & Ro, a line of women’s apparel; and North Eleven, a line of children’s clothing. Other brands include Scout + Ro, Stride Rite and Society New York, each of which have already been shut down.
In addition to those brands, Amazon is also discontinuing its Furniture by Adler and Denizen lines, as well as AmazonBasics furniture lines, which include dining, bedroom, and living room collections. AmazonBasics was launched in 2009 as an “everyday low price” line of products.
The company has not commented on which of its remaining in-house brands it plans to focus on. Amazon has dozens of other in-house brands, such as Ella Moon, Mae, Peak Velocity, and Goodthreads, which continue to be available.
Amazon has been quietly building up its own brands over the years, offering cost savings for customers and greater control over the quality of products. But many of Amazon’s in-house brands have failed to gain significant market traction, and the company has come under fire for its failure to adequately police the third-party sellers on its platform, raising concerns about counterfeit goods and safety issues.
Amazon claims that its decision to discontinue certain in-house brands is designed to better serve customers. Despite the company’s claims, however, some industry observers are skeptical of Amazon’s motives. By focusing its efforts on a few in-house brands, Amazon may be trying to strengthen its control over certain product categories and gain market share.
Whether Amazon’s decision to drop dozens of in-house brands will prove to be beneficial to customers remains to be seen. But by focusing on its best-selling, most promising products, the company may be creating an opportunity for other brands to enter the market and compete.
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