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FWIW - study of 23K products by Marketplace Pulse says most Amazon-branded products perform poorly against against their branded competition.

https://www.bloomberg.com/news/articles/2019-03-18/most-amaz...
Turns out most Amazon-branded goods are flops that don’t threaten other businesses at all, according to Marketplace Pulse. In a study, the New York e-commerce research firm examined 23,000 products and found that shoppers aren’t more inclined to buy Amazon brands even when the company elevates them in search results.
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“This idea that Amazon can introduce a product and magically use data to dominate a category is just a conspiracy theory,” says Juozas Kaziukenas, founder of Marketplace Pulse. “There are a couple of successful examples everyone uses, but most of their products aren’t successful at all and many other companies continue to outsell Amazon even after it introduces its own competing brands.”

The study used sales rankings and the number of customer reviews as indicators of sales volume for different products, including Amazon’s own brands and brands sold exclusively on the site. Amazon’s success has been limited to basic products like batteries where shoppers are inclined to seek generic alternatives to save money, the study found.

But when competing against such categories as apparel, where household names have an entrenched position, such Amazon brands as “A for Awesome” children’s wear don’t stand out, the study found.
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