The comparable to Signature/Truth/365 would be Amazon Basics. The branding is consistent and minimal.
As the article points out, Amazon has dozens of other house brands that are not associated with Amazon. Amazon's argument would be that they are perfect substitutes, so branding them consistently with Amazon Basics would make people think they are lesser quality. So they just give them a new house brand.
Target is doing the same thing by the way [1] but they just don't have the massive scale.
The comparable to Signature/Truth/365 would be Amazon Basics. The branding is consistent and minimal.
As the article points out, Amazon has dozens of other house brands that are not associated with Amazon. Amazon's argument would be that they are perfect substitutes, so branding them consistently with Amazon Basics would make people think they are lesser quality. So they just give them a new house brand.
Target is doing the same thing by the way [1] but they just don't have the massive scale.
[1] https://corporate.target.com/article/tag/385/owned-brands