Live data from Hacker News

Amazon owns a whole collection of secret brands

qz.com

21–30 of 100 posts

Re: Amazon owns a whole collection of secret brands

#21
post #3

Welcome to the world of brands. Where Adidas and Burberry are owned by the same company: https://www.fossilgroup.com/who-we-are/brands/

There are enough real luxury brand conglomerates (LVMH, Luxottica, Richemont, etc.) to be aware of without making things up.

Re: Amazon owns a whole collection of secret brands

#22
post #11
post #3

Welcome to the world of brands. Where Adidas and Burberry are owned by the same company: https://www.fossilgroup.com/who-we-are/brands/

the license the name from the brand owner to make watches you'll be shocked to find out every single pair of sunglasses at Sunglass Hut is made from the same company.

It's not so surprising when you realize that Sunglass Hut is owned by that company.

Re: Amazon owns a whole collection of secret brands

#23
Ok, so Amazon is doing what grocery stores have done for 30+ years with their own store brands. Big deal. If the product is good, sells for a reasonable price, and I have a need for it, I will buy it.

What's actually shady is the practice common among electronics and mattress sellers of having exclusive model numbers for what amounts to the same product at other retailers. This is done to deter price matching and comparison shopping.

Re: Amazon owns a whole collection of secret brands

#24
post #3

Welcome to the world of brands. Where Adidas and Burberry are owned by the same company: https://www.fossilgroup.com/who-we-are/brands/

Owning a brand and licensing the brand name for a specific product line (in this case watches) is an important distinction. Fossil Group does neither own Burberry nor Adidas as a brand, but rather licensed it to use their name to produce watches. This is prevalent in fragrance/cosmetics where a branded perfume is rarely produced 'in-house'.

Re: Amazon owns a whole collection of secret brands

#25
post #11
post #3

Welcome to the world of brands. Where Adidas and Burberry are owned by the same company: https://www.fossilgroup.com/who-we-are/brands/

the license the name from the brand owner to make watches you'll be shocked to find out every single pair of sunglasses at Sunglass Hut is made from the same company.

Speaking of watches, these are the brands that make up the Swatch Group:

    Balmain
    Blancpain
    Breguet
    Calvin Klein
    Certina
    Flik Flak
    Glashütte Original
    Hamilton
    Harry Winston
    Jaquet Droz
    Léon Hatot
    Longines
    Mido
    Omega
    Rado
    Swatch (of course)
    Tissot
    Union Glashütte

Swatch movements (ETA) are also used in Hublot, IWC, Jaeger-LeCoultre, Panerai, Piaget, Tag Heuer, Vacheron Constantin, and others.

Re: Amazon owns a whole collection of secret brands

#26

What's funny about this article is: 1. It's obvious clickbait - "secret" brands - how salacious! Yeah, as though a company wants to keep things it sells secret. 2. Each time you click on a link from the Quartz article, you are given a url with a link tracker tag. For example, for the Arabella brand, you get: 16352060011?tag=quartz07-20 So basically someone sat there behind a computer, authoring an article while using…

Nice catch. I used to think Quartz had some quality standards.

I never understood the outrage behind referral links.

If somebody is linking to Amazon and users start shopping, why is it so bad that they get a slice of the pie?

Re: Amazon owns a whole collection of secret brands

#28
post #12

Amazon isn't doing some sneaky business here, just regular business. I'm not going to wear an Amazon branded polo, but I might wear a GoodThreads branded polo. Lots of stores have house brands and others have manufacturers make a specific product line for their store. Walmart has the Great Value house brand and several others [1]. Kohls has a licensing deal with Rock & Republic jeans to sell a "budget" version [2]. T…

I think the author was calling it "sneaky" because they haven't once publically associated themselves with these new brands. Many of the examples you've attached are products that are associated with the company, even if it's through minor press statements or warranty support. There's no page for https://en.wikipedia.org/wiki/List_of_Amazon_brands :)

Re: Amazon owns a whole collection of secret brands

#29

What's funny about this article is: 1. It's obvious clickbait - "secret" brands - how salacious! Yeah, as though a company wants to keep things it sells secret. 2. Each time you click on a link from the Quartz article, you are given a url with a link tracker tag. For example, for the Arabella brand, you get: 16352060011?tag=quartz07-20 So basically someone sat there behind a computer, authoring an article while using…

I feel a little differently here.

1. Amazon most likely does want to keep it quiet that these are house brands, only because they have to walk the line between third party sellers, traditional retail and their house brands.

There are examples of Amazon straight up copying items and putting them under their "Amazon Basics" brand - check out their laptop stands vs the Rain Design mStand.

2. I suspect that it's just a script that adds the Amazon Affiliate tag to the URLs. This is pretty typical for large publication CMS's.

Re: Amazon owns a whole collection of secret brands

#30

Earlier quoted context omitted.

Nice catch. I used to think Quartz had some quality standards.

I never understood the outrage behind referral links. If somebody is linking to Amazon and users start shopping, why is it so bad that they get a slice of the pie?

But now it looks like the article only exists to get people to click Amazon links, and not because there's any actual news.
Post reply on HN