Amazon’s Private Label

December 12, 2025

Amazon’s Private Label in Fashion: An Underestimated Core Competency and the Proposed Shift to a Quality, Brand, and Technology Strategy

Author: Janeleok | Discipline: Marketing, Business Strategy Executive Summary Abstract Amazon’s Private Label (PL) business was once envisioned as a crucial means of controlling the supply chain and maximizing retail profitability. However, real-world performance (PL accounted for only 9% of Amazon’s apparel sales in 2020) and growing Antitrust scrutiny have forced Amazon to drastically streamline Continue reading

Marketing & Strategy

Amazon, Amazon Apparel, Amazon Barrier, Amazon Style, Amazon’s Private Label