Amazon Has More Private Labels Than Previously Thought

Amazon has even more private labels than have been singled out by analysts, according to new research from branding analytics firm L2. Researchers identified 41 private label brands — seven more than flagged by Morgan Stanley, according to the report. Of those, 29 are in apparel, including denim, activewear, swimwear, and shoes, L2 found. All are operating under trademarks filed by the office of intellectual property lawyer James F. Struthers, whose name has been affiliated with previous Amazon trademark applications, L2 said. Many of Amazon’s latest private labels appear to have launched in the past few months, in time to capitalize on the holiday shopping rush, L2 analyst Cooper Smith wrote in a blog post on Monday. Read more at Retail Dive.