• Of Amazon’s 51 product categories, AmazonBasics products are bestsellers in 22, according to Thinknum. Since launching the private label in 2009, Amazon has grown its AmazonBasics assortment to more than 2,000 products. Still, the company reported in 2018 that this private label comprised only 3.2% of total annual sales. Not all products are created equal, with office products and electronics consistently performing best.