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> Namely that a retailer will make it explicitly clear, with obvious branding, what is a "store brand" and what is not. how are brandings such as Kirkland Sign

> Namely that a retailer will make it explicitly clear, with obvious branding, what is a "store brand" and what is not. how are brandings such as Kirkland Signature(Costco), Simple Truth(Kroger) or 365(Wholefoods) any more obvious than what Amazon is doing with "our brands"?

jld 8y ago
The fact that those brands are used storewide make them more identifiable as store brands. You can buy simple truth milk, chicken, soup, and diapers at Kroger stores. Amazon has multiple distinct brands per category, which makes keeping track much harder.
- jahewson 8y ago
  So it’s like cars, beer, candy bars, clothing stores, etc.
- thenanyu 8y ago
  Kroger: https://www.kroger.com/b/ourbrands https://www.kroger.com/b/ourbrands Macys: https://www.macysinc.com/macys/private-brands/default.aspx https://www.macysinc.com/macys/private-brands/default.aspx Many of those brands are not obviously private label. Whole Foods and Costco are the exception in that they have only 1 store brand that everything is labeled under. This is probably because they are high-value brands unto themselves and it's advantageous to put their own stamp on it.
- deleted 8y ago
  [deleted]
AndrewKemendo 8y ago
I'm not sure how it's unclear. The comparable to Signature/Truth/365 would be Amazon Basics. The branding is consistent and minimal. As the article points out, Amazon has dozens of other house brands that are not associated with Amazon. Amazon's argument would be that they are perfect substitutes, so branding them consistently with Amazon Basics would make people think they are lesser quality. So they just give them a new house brand. Target is doing the same thing by the way [1] but they just don't have the massive scale. [1] https://corporate.target.com/article/tag/385/owned-brands https://corporate.target.com/article/tag/385/owned-brands
- dawnerd 8y ago
  Most of targets stuff is trash too. Stopped shopping there when the men’s section just turned into poor fitting in house brands.
- deleted 8y ago
  [deleted]
Shivetya 8y ago
For the most part grocery store brands don't tend to mention that they are store brands. people figure them out with information found online but its a crap shoot if there is any labeling that the item you are looking at is a store brand. You have to separate out generic brands as well, like the bagged but not boxed cereals that are not the store brand at all but people think they are because of packaging. some cross boundaries as I have found Kirkland brands outside of Costco. if anything Amazon at least is up front about it.
GuB-42 8y ago
It is not more obvious in absolute terms but it is easier to spot in big retail stores. The biggest clue is usually that it is the only brand that isn't a big name, and yet, there is plenty of it. On Amazon, there is a huge variety of lesser known brands, so you can't assume that just because you didn't hear about it, it must be the store brand. The pricing is another clue. Store brands usually have a well defined spot, with no competition in that spot. Typically between the no-name stuff and the name brand. Amazon has a lot of brands in every price range. I am of course assuming that it is not obvious. If a brand bear the name of the shop, or is used for every product category in the shop, it is obvious.

jld 8y ago

The fact that those brands are used storewide make them more identifiable as store brands. You can buy simple truth milk, chicken, soup, and diapers at Kroger stores. Amazon has multiple distinct brands per category, which makes keeping track much harder.

jahewson 8y ago
So it’s like cars, beer, candy bars, clothing stores, etc.
thenanyu 8y ago
Kroger: https://www.kroger.com/b/ourbrands https://www.kroger.com/b/ourbrands Macys: https://www.macysinc.com/macys/private-brands/default.aspx https://www.macysinc.com/macys/private-brands/default.aspx Many of those brands are not obviously private label. Whole Foods and Costco are the exception in that they have only 1 store brand that everything is labeled under. This is probably because they are high-value brands unto themselves and it's advantageous to put their own stamp on it.
deleted 8y ago
[deleted]

AndrewKemendo 8y ago

I'm not sure how it's unclear. The comparable to Signature/Truth/365 would be Amazon Basics. The branding is consistent and minimal. As the article points out, Amazon has dozens of other house brands that are not associated with Amazon. Amazon's argument would be that they are perfect substitutes, so branding them consistently with Amazon Basics would make people think they are lesser quality. So they just give them a new house brand. Target is doing the same thing by the way [1] but they just don't have the massive scale. [1] https://corporate.target.com/article/tag/385/owned-brands https://corporate.target.com/article/tag/385/owned-brands

dawnerd 8y ago
Most of targets stuff is trash too. Stopped shopping there when the men’s section just turned into poor fitting in house brands.
deleted 8y ago
[deleted]

Shivetya 8y ago

For the most part grocery store brands don't tend to mention that they are store brands. people figure them out with information found online but its a crap shoot if there is any labeling that the item you are looking at is a store brand. You have to separate out generic brands as well, like the bagged but not boxed cereals that are not the store brand at all but people think they are because of packaging. some cross boundaries as I have found Kirkland brands outside of Costco. if anything Amazon at least is up front about it.

GuB-42 8y ago

It is not more obvious in absolute terms but it is easier to spot in big retail stores. The biggest clue is usually that it is the only brand that isn't a big name, and yet, there is plenty of it. On Amazon, there is a huge variety of lesser known brands, so you can't assume that just because you didn't hear about it, it must be the store brand. The pricing is another clue. Store brands usually have a well defined spot, with no competition in that spot. Typically between the no-name stuff and the name brand. Amazon has a lot of brands in every price range. I am of course assuming that it is not obvious. If a brand bear the name of the shop, or is used for every product category in the shop, it is obvious.