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Re/code reports that Amazon's plan to introduce private label groceries under the Amazon Elements line likely will be different from how it as used the Amazon Basics label.

"The Basics strategy appears to quietly go after product categories where shoppers don’t have a strong brand preference and where big brands don’t dominate," the story says. "But with Elements, Amazon looks to be interested in competing head-on with big consumer brands, starting with a landing page on the site that stands out from the rest of the Amazon shopping experience."

“Amazon is still learning and so they will stumble some,” one e-commerce executive tells the site. “But if they promote it like the Kindle, then it becomes an issue.”
KC's View:
"If" they promote it like the Kindle?

No "if" about it. And it will become an issue.