Earlier quoted context omitted.
I dont think anyone's arguing against generic alternatives of name brand items. The issue here is Amazon using up-and-coming and popular products as fodder for them to generic-ize and push to the top of results, essentially knee capping the original seller.
Yes, how dare they use their scale to make more cost-effective versions of popular things.
1. Have access to immense amounts of data about these products that the manufacturers don't. Because they own the marketplace.
2. Can freely advertise, push, or even force their own products as much as possible. Because they own the marketplace.