[michaelbuckbee]

I feel a little differently here.

1. Amazon most likely does want to keep it quiet that these are house brands, only because they have to walk the line between third party sellers, traditional retail and their house brands.

There are examples of Amazon straight up copying items and putting them under their "Amazon Basics" brand - check out their laptop stands vs the Rain Design mStand.

2. I suspect that it's just a script that adds the Amazon Affiliate tag to the URLs. This is pretty typical for large publication CMS's.

[silencio]

I didn't even realize that these were supposed to be secret. I vaguely recall getting emails about Happy Belly and Wickedly Prime (I guess the author left out Wickedly Prime...). I'm pretty sure I've also gotten emails and physical mailers about Lark & Ro and Scout & Ro, but maybe Amazon was targeting people (like me) that buys a lot of women's and children's clothing on the site? Amazon Fashion does their own thing all the time.

I also get targeted a lot for Simple Joys by Carter's, which is a baby clothing line made just for Amazon Prime members but not a white label product, which I find very fascinating. And the last thing I bought under that brand was so much nicer than the general Carter's experience of ripping twenty million of those plastic tags off.

[j-c-hewitt]

Almost every major department store and big box retailer has their own white label brands. Amazon is not unique in doing this nor in making it slightly obscure. You can usually figure out which ones are which.