Amazon's latest experiment to promote its own products — such as toilet paper, electric toothbrushes and probiotics — is taking place inside the listings of competitive brands.
When searching for various products in beauty, health and household and baby items, some shoppers have seen the link "Similar item from Our Brands" show up at the bottom of the listing. Clicking on the link, which is not an advertisement, takes you to the product page for Amazon's own private-label offering.
For example, the link under the product listing for Huggies diapers takes you to a page for Mama Bear, an Amazon-owned diaper brand. The link below a Dove body wash listing directs you to a product page for P.O.V., a personal care brand owned by Amazon.