The Amazon Effect: The Growth of Private-Label Retail

Here at Cheddar we talk a lot about the Amazon effect. According to a report in Bloomberg, private-label brands are having a growing impact on retail with the help of the e-commerce giant. Brand Innovators CMO Ted Rubin explains how this is changing the greater retail landscape. Rubin says Amazon's impact on retail is an "earthquake." Younger generations care less about brand names, he adds. The average consumer is focused on delivery, value, and good quality. That's why he says private label is able to grow so much. Rubin argues that when Macy's, Sears, and JCPenney are gone, Amazon will just keep getting bigger. But when looking specifically at the apparel sector, Amazon's advantage over companies like Lululemon is its search engine, says Rubin.

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