[saltking112]

> you might imagine a supermarket which stocks all brands, but the first item in every row is the store-brand equivalent of that product which you must remove to get to the branded one.

I think this is going a bit too far. "removing to get to the branded one" would be appropriate if you had to go to 2nd page of search results to see branded products, but most results on Amazon show competing products above the fold.

A better comparison would be reserving the best shelf space for Amazon Basics.