I agree. But if we are going to split up the store platform and the store brands, now youre going to have to split up Target, Walmart etc. Anyone besides Ikea who sells their own store brand and runs as a platform for others to sell their products.

Any grocery store can do the same thing amazon is doing, use data about sales to push clones and store brands of popular products. What percent of products at Target are store brand now? Target is like an Ikea with 3rd party products sprinkled in it, which is what Amazon wants to become.