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Amazon now has over 70 active private-label brands on its platform. The majority of these brands emerged in 2017, though the company began testing its private-label products in 2009. These brands and their products—from home goods to lingerie—are formulated with the help of Amazon’s massive body of customer data and could be a powerful competitor to the company’s own vendors, winning shoppers over with lower prices and directing more profits to Amazon. This number is only expected to grow, and has already surpassed Walmart’s approximately 53 private-label brand offerings.

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