Article on the “halo” brand that Amazon has created opening up massive new opportunities for digital small businesses. Amazon is the brand and the brand of the seller doesn’t matter as much. This is a real quandary for traditional brands and why many new D-to-C digital brands have struggled to move beyond core audience and address the Amazon gorilla in the room. Why spend all the time and money to build a brand in retail any more?

Mostly, you’ll notice gloves from brands that, unless you’ve spent a lot of time searching for gloves on Amazon, you’ve never heard of. Brands that evoke nothing in particular, but which do so in capital letters. Brands that are neither translated nor Romanized nor transliterated from another language, and which may contain words, or names, that do not seem to refer to the products they sell. Brands like Pvendor, RIVMOUNT, FRETREE and MAJCF. Gloves emblazoned with names like Nertpow, SHSTFD, Joyoldelf, VBIGER and Bizzliz. Gloves with hundreds or even thousands of apparently positive reviews, available for very low prices, shipped quickly, for free, with Amazon Prime.

https://www.nytimes.com/2020/02/11/style/amazon-trademark-copyright.html