Another approach ... they could also identify which products either have wide-supplier diversity for the same thing (commodities) or narrow supplier density wit

Another approach ... they could also identify which products either have wide-supplier diversity for the same thing (commodities) or narrow supplier density with many branded variants (OEM suppliers). In either case, they can go direct to the manufacturer without ANY innovation, slap the label on, and cut out the middle-man/sub-retailer costs. I think Amazon, in particular, has a team analyzing these factors as input into their sourcing (on top of general considerations like margin).