Amazon's launch this week of a new skincare range, dubbed Belei, has taken the number of own brands it offers to almost 140.
From women's clothing (Hayden Rose) to furniture (Stone & Beam) and even pet food (Wag), the retail giant is pushing a rapidly swelling stable of private labels to its customers.
TJI Research, which has been tracking the company's own brand expansion, has identified 138 such brands being offered on Amazon. They span a diverse range of product lines including food, household goods and electronics.
Belei, Amazon's first dedicated beauty brand for the US market, is the latest addition to this roster. It follows a similar launch in Europe in January when it rolled out the Find cosmetics label.
The new range of moisturers, cleaners and skin treatments is now being sold alongside big-name rivals like L’Oreal and Maybelline.
"Our goal is to help customers spend less time and money searching for the right skincare solutions," Kara Trousdale, head of beauty for private brands on Amazon, said in a statement.
Brand owners that sell on the platform will be keeping a keen eye on its own brand boom, since Amazon theoretically has the power to give its own labels greater prominence when customers search for products.
Asked about that by The Telegraph, an Amazon spokesperson said: “Private label products are a common retail practice. Amazon’s private label products are approximately only 1pc of our total sales. This is far less than other retailers, many of whom have private label products that represent 25pc or more of their sales.”