Amazon may not want brands to think they have anything to be afraid of, but in 2017, it pulled the trigger.

That year, the company’s private-label business skyrocketed, with Amazon now owning the trademarks for a total of 41 brands across the apparel, shoes, accessories, grocery, household and pharmacy categories, up from 12 in 2016. Amazon doesn’t break out what percentage of its sales come from private-label brands versus wholesale retailers versus vendors, but a report from e-commerce analytics firm One Click Retail estimated in December that Amazon’s private-label brands drove about $470 million in sales last year.

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