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The fact that those brands are used storewide make them more identifiable as store brands.

You can buy simple truth milk, chicken, soup, and diapers at Kroger stores.

Amazon has multiple distinct brands per category, which makes keeping track much harder.

Kroger: https://www.kroger.com/b/ourbrands Macys: https://www.macysinc.com/macys/private-brands/default.aspx

Many of those brands are not obviously private label. Whole Foods and Costco are the exception in that they have only 1 store brand that everything is labeled under. This is probably because they are high-value brands unto themselves and it's advantageous to put their own stamp on it.

So it’s like cars, beer, candy bars, clothing stores, etc.

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