Amazon`s Private Label Brands: An Ethical Perspective

Case Code: BECG186
Case Length: 13 Pages
Period: 2009-2022
Pub Date: 2024
Teaching Note: Available

Price: Rs.400
Organization: Amazon.com, Inc.
Industry: e-commerce
Countries: United States
Themes: Business Ethics, E-Business Strategy Product Strategy & Design,Data Privacy

Abstract Case Intro 1 Case Intro 2 Excerpts

Introduction

In August 2023, US-based multinational technology company Amazon.com, Inc. (Amazon) announced that it would be reducing the assortment of its proprietary brands i.e. Amazon Private Label (APL) brands available on its marketplace. As reported by the US-based business and economic-focused international daily newspaper The Wall Street Journal (WSJ), the retail giant intended to cut down APL clothing brands, with plans to discontinue 27 out of its existing 30. The restructuring initiative was expected to result in Amazon having only three in-house clothing brands: Amazon Essentials, Amazon Collection, and Amazon Aware..

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