Amazon CHANGES...

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Amazon Cuts Dozens of House Brands as It Battles Costs, Regulators

Company’s cuts include all but three of its 30 clothing labels, such as Goodthreads and Lark & Ro

Amazon.com AMZN 0.52%increase; green up pointing triangle is jettisoning dozens of its in-house brands as part of a significant reduction of its private-label operation as it works to fend off antitrust scrutiny and shore up profit.

The Seattle-based company in the past year has decided to eliminate 27 of its 30 clothing brands, such as Lark & Ro, Daily Ritual and Goodthreads, according to people familiar with the matter. Some of the brands remain on Amazon’s site for now as the company sells off remaining inventory, but when completed its house-label clothing division will have just three brands: Amazon Essentials, Amazon Collection and Amazon Aware. 

Amazon also is dropping private-label furniture brands, phasing out Rivet and Stone & Beam once its stock of those items is gone, some of the people said. 

Exact numbers for brands being cut in other parts of the business couldn’t be learned, but Amazon Basics, which sells a range of home goods and tech accessories, will remain a focus for the company. 

“We always make decisions based on what our customers want, and we’ve learned that customers seek out our biggest brands—like Amazon Basics and Amazon Essentials—for great value with high quality products at great price points,” Matt Taddy, vice president of Amazon Private Brands, said in a statement to The Wall Street Journal. 

He said Amazon looks to eliminate products that “aren’t resonating with customers.”

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