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Amazon now offers 550 private-label and exclusives brands—a huge uptick that’s emerged in the past two years. But a new study by Marketplace Pulse of 23,000 products found that Amazon’s private-label and exclusive products are hardly real competition—and search result optimization isn’t converting to more sales. It turns out that case studies like AmazonBasics batteries, which has plummeted sales for both Energizer and Duracell, is an outlier. Most of its owned brands are generic and lack the type of messaging that gets shoppers interested. Amazon may be attempting to combat this with another aggressive ad initiative—last week, it launched an aggressive pop-up ad offensive on the Amazon app that marketed its private-label brands on competing product pages.

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