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Amazon built a skincare private label called Belei based on top search terms. After studying consumer activity on its own platform, the retailer found that shoppers are more likely to seek out ingredients rather than brands when it comes to skincare, which it used as a guide for Belei’s development. An affordable brand ($9-$40, depending on the SKU), Belei is Amazon’s foray into the booming skincare market, but it remains to be seen whether the brand will be able to improve the lackluster performance of Amazon’s private labels. The company, which has received criticism for promoting its owned brands on competing product pages, also began advertising products based on astrological sign, pitching Belei specifically to Cancers in the Prime Insider Newsletter.