A new browser extension guarantees to point out you which ones merchandise in your Amazon search outcomes are bought by brands that are both owned by or are unique to Amazon, providing you with a greater thought of who’s promoting what you’re shopping for. It’s known as Amazon Brand Detector, and it makes use of a listing of Amazon brands created by The Markup, together with filters and different methods (detailed right here) to detect and spotlight merchandise that are part of Amazon’s Our Brands program.
The Markup created this extension after its investigation into how Amazon ranks its in-house brands in search outcomes and says the device (accessible for Chrome-like browsers and Firefox) is designed to make searches extra clear. When we examined it, it clearly highlighted Amazon Basics and Essentials merchandise, nevertheless it additionally drew consideration to outcomes that have been in any other case indistinguishable from ones not affiliated with Amazon: a canine leash labeled as being made by Panykoo, socks by Teebulen, a sweater by Ofeefan.
While Amazon marked a few of these outcomes as “featured from our brands,” that wasn’t the case for all of them. That advisory textual content can be small and gray, making it straightforward to overlook in the event you’re casually looking (particularly since there will not be any discover of the affiliation on the precise product web page), and it didn’t present up on each outcome the device highlighted.
Amazon isn’t essentially shadowy about these brands: it has a web page that lists its “private and select exclusive brands,” many of which have legit-sounding names: Happy Belly, Wag, Nature’s Wonder. Some are non-public labels owned by Amazon, the place some are “curated selections” bought solely on Amazon however not essentially operated by the corporate.
Clicking by means of to the shop pages, there’s a spectrum of Amazon branding. Basic Care has a big Amazon brand proper on the prime, Stone and Beam notes that its merchandise are “exclusively on Amazon,” and Rivet’s product names are prefixed with “Amazon Brand.” Meanwhile, Amazon’s branding doesn’t seem on the Goodthreads web page until you watch to the tip of a video titled “Fall 2021.” Most Goodthreads merchandise could have the phrase “An Amazon Brand” someplace on the web page, nevertheless it’s not at all times outstanding.
The web page additionally doesn’t comprise all of Amazon’s brands — there are letter-soup model names highlighted by Amazon Brand Detector like Weeso and different brands like Daily Ritual, which confirmed up typically in search outcomes. Despite “An Amazon brand” being listed as a function of the Daily Ritual sweater that confirmed up in my search outcomes, that model isn’t on Amazon’s “Our Brands” web page.
As ProPublica factors out, conventional grocery shops have lengthy had their very own private-label brands, although shops like Kroger and even Walmart are working on a considerably smaller scale — gadgets are extra hidden on the third web page of search outcomes than they are on the underside stage of a shelf. And, as an advisor to third-party Amazon sellers instructed ProPublica, Amazon’s brands take up house within the coveted first web page of search outcomes that would go to different brands (a few of which can have extra constructive opinions or greater gross sales numbers). Amazon denied favoring its brands in search outcomes, although The Markup has an in-depth investigation into how the corporate weights its outcomes.
For some clients, it might not matter who’s promoting the merchandise, so long as they’re respectable. But in the event you’re the form of one who likes to know the place the belongings you purchase are coming from (or who doesn’t wish to give Amazon extra money than vital), it may very well be value putting in the Amazon Brand Detector extension. At the very least, the outcomes could find yourself being attention-grabbing — there have been a number of instances throughout testing after I went, “Huh… I wouldn’t have guessed that was from Amazon.”
The Markup says the extension “does not collect any data” and that it ought to be suitable with different extensions, resembling ones that search for faux product opinions.