On the surface, the move into the private label business (in which goods are sold under the retailer’s name rather than that of an outside vendor) appears to be a deft move by Amazon. Analysts predict that nearly half of all online shopping in the United States will be conducted on Amazon’s platform in the next couple of years. That creates a massive opportunity for Amazon to more than double revenue from its in-house brands to $25 billion in the next four years, according to analysts at SunTrust Robinson Humphrey. That’s the equivalent of all of Macy’s revenue last year.
Online surveys represent Internet users and, according to the Pew Research Center’s latest published data, 88% of Americans were Internet users in 2016. The proportion of the total US population using the Internet has been climbing by around two percentage points per year, according to Pew data. So, in January 2018, when we undertook our survey, it is likely that approximately 90%–91% of Americans were Internet users.
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For example, Amazon has offered a luxury skin care box stocked with perfume, exfoliating gel, moisturizer, and skin serum samples for $19.99. You get to try out everything included in the box and also receive a $19.99 credit towards luxury beauty products sold by Amazon. So, if you like something in the box, you can use your credit towards a full-size version of the product or other similar items in that category.
In August 2007, Amazon announced AmazonFresh, a grocery service offering perishable and nonperishable foods. Customers could have orders delivered to their homes at dawn or during a specified daytime window. Delivery was initially restricted to residents of Mercer Island, Washington, and was later expanded to several ZIP codes in Seattle proper. AmazonFresh also operated pick-up locations in the suburbs of Bellevue and Kirkland from summer 2007 through early 2008.