“History Doesn't Repeat Itself, but It Often Rhymes” – Mark Twain. In the 1930s, private label was in 80% of American retail and accounted for roughly a quarte

“History Doesn't Repeat Itself, but It Often Rhymes” – Mark Twain. In the 1930s, private label was in 80% of American retail and accounted for roughly a quarter of revenue. Amazon copies what retailers did a century ago and does it on the Internet.