Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. Amazon’s own brands have become over the last few years one more piece, and an important one, in the puzzle of its position in the market. Amazon has become for many consumers the first stop before making a purchase (whether or not to buy on the platform at the end) and the consumer gateway (more now, where purchases have migrated to ecommerce before the inability to access retail).Amazon’s private labels offer their own products. The range of own brands – some that make it clear from their own naming that they are company brands, such as Amazon Basics – is very wide. But is Amazon playing really fair in the development of those brands and the products they launch?
The issue has been debated for almost as long as Amazon’s own brands have been around Brazil Phone Number List especially since some of their products became best-sellers on the platform. The basic problem, accuse the other sellers, is that Amazon has access to an overwhelming volume of data on the market, data that they do not have and data that comes from their own activity. The ecommerce giant has been ensuring on several occasions that they do not use the information generated by third parties to develop these private labels. After all, private labels are not something outside the market and many other sellers have their own brands with which they try to connect with consumers. Supermarkets are one example, using changes in the market as a lever to make decisions about what they should sell. Even so, that observation is the basis of analysis and research, such as the one launched by the European Commission last summer to determine whether or not Amazon is abusing its dominant position. According to an investigation by The Wall Street Journal that has just come to light, Amazon would be doing it.
How they use third party data The Journal’s research points out that, although Amazon’s rules prohibit it, those responsible for its private labels can bypass those barriers and access that data and that, in a real way, they are doing it. They also do it not secretly: in meetings and other procedures they use that information and point to where its origins lie. Therefore, the Journal concludes , Amazon would have been using information about what independent sellers who use its platform to reach the market achieve to develop their own products. From that information, your product creators can determine what price to put, what market segments are really interesting or what characteristics are the ‘throwers’. “We knew we shouldn’t,” says one of the former Amazon workers who has spoken to the Journal , “but at the same time we are making the Amazon brand products and we want them to sell.”