Quartz:

Arabella. Lark & Roe. Mae. NuPro. Small Parts.

You might not know it from their names, but these brands all belong to Amazon.

And:

Amazon’s private label business is booming, on pace to generate $7.5 billion this year and $25 billion by 2022, according to estimates from investment firm SunTrust Robinson Humphrey. To accelerate that growth, the company is inviting manufacturers to create products exclusively for its collection of private brands.

And:

Amazon’s push into private labels could threaten the third-party sellers who do business on its website, and are important to the company’s own bottom line.

And:

The massive volume of stuff peddled by third-party sellers also creates problems. Amazon at times has struggled to police offensive products, or to banish counterfeits from the marketplace. Private label brands created by Amazon and manufacturers it works with exclusively could help the company get a tighter grip on the quality of merchandise sold across the site.

I’ve long encountered AmazonBasics labeled products, such as these Lightning cables. But this is different. These appear as private-label brands and compete directly with all the other private-label brands but with a clear, home-field advantage.