Excerpt from this article:
There are vanishingly few types of consumer goods that you can’t buy, in some form, on Amazon. But it is missing plenty of brands. In 2009, the company started selling products under its own name. It soon moved beyond the first AmazonBasics — items including budget electronics and batteries — to a wider range of Amazon-branded products. This was followed by an explosion of company-owned brands, including dozens with Amazon-free names.
Lark & Ro sells women’s wear, Buttoned Down sells men’s dress shirts; Pike Street sells linens; Strathwood sells furniture. These brands are intended to stand on their own, sort of. They are associated with Amazon, and listed on the site’s dozens of different contexts as “Our Brand” or “by Amazon” or “An Amazon Brand.” (Some new brands are undercover but then blow their cover, as in “Amazon Brand – Solimo Pasta, Thin Spaghetti, 16oz.”)