How Amazon private labels work, from AmazonBasics to its 100+ other owned brands

Amazon has 118+ private label brands, some that carry the Amazon name and others cleverly disguised without it. It's been accused of scraping seller data to make nearly identical versions of bestselling brand-name items, like Peak Design's Everyday Sling Bag. But Amazon says it's continuing to invest in its own brands, despite rumors its scaling back to appease regulators. Here's how private labels work, and why experts say the high margin products like AmazonBasics batteries are going nowhere.