Amazon's own-label goods account for 2% of sales, rising to 12% during Prime Day

"Amazon has been doubling down on its private label business in recent months, though many of its own brands aren’t easily identifiable to consumers as they don’t indicate they’re Amazon-made products. But these private labels have been gaining steam, according to a new report out this week from 1010data. Several Amazon brands have been seeing tremendous growth, it found, including AmazonBasics, kids’ clothing brand Scout + Ro, Amazon Elements, and other Amazon-made devices like Echo, Kindle, and Fire TV.
The report comes from analytics and insights firm 1010data, which regularly tracks Amazon’s private label business.
During the first half of the year, Amazon’s private labels accounted for just 2 percent of total units sold, excluding marketplace and subscriptions, but the retailer boosted that figure to 12 percent during Prime Day, the report found."

Source:  Techcrunch, 16th August 2017

Note - Clearly Amazon is able to coordinate big discounts on its own label products during Prime Day!