Most Amazon private labels aren't flying off the shelves yet, but the company is taking huge steps to change that

Daniel McMahon/Business Insiderhas been on a tear in the last few years, launching hundreds of private-label brands offering thousands of products.

Amazon has recently been launching initiatives to put its private-label brands in front of customers in new and potentially obtrusive ways.The tech giant's incredible number of private-label goods haven't rocked the retail world as some expected. According to, very few of Amazon's private labels have actually become big hits.

Following that is the Amazon Collection jewelry brand, with 7.8%, and Amazon Essentials, which sells basic clothing for both men and women, at 4.8%. None of the others make up more than 2% of Amazon's private-label sales. An Amazon spokesperson did not immediately return Business Insider's request for comment on the Marketplace Pulse report.

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