I am something of an insider, and I can tell you in-house brands are what drive profits. See Amazon: https://www.amazon.com/b?ie=UTF8&node=17728530011 https://w

I am something of an insider, and I can tell you in-house brands are what drive profits. See Amazon: https://www.amazon.com/b?ie=UTF8&node=17728530011 https://www.amazon.com/b?ie=UTF8&node=17728530011 The true pioneer in this space is of course Trader Joe's.