[alfredallan1]

Not immediately, no. 10 years back, Duracell seemed a very strong brand. All it is going to take for LVMH, etc. to start getting replaced is a new generation of online shoppers seeing Amazon house brands right next to these and subconsciously associating them together as brands of equal value.

[nicodjimenez]

Not going to happen. High end conspicuous consumption products are well protected against Amazon. You can be a low end brand or a high end brand but you cannot be both.