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Amazon is turbo-charging its private-label empire, launching new brands and debuting an accelerator program for third-party sellers to sell exclusively on Amazon. The company’s private-label business started in 2009 with AmazonBasics batteries, and now spans everything from diapers and mattresses to apparel, numbering more than 120 private-label brands—a more than ninefold increase since 2016—in addition to the 157 brands that now sell exclusively on the ecommerce platform. Already estimated to contribute $7.5 billion in sales this year, the company continues to ramp up promotional efforts, providing links for shoppers to check out Amazon’s private labels on listings for competing brands and products.

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