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Amazon pilots label to promote apparel/footwear best-sellers

Amazon is reportedly facing criticism for its test of a “top brand” designation for certain products on its site.

According to Bloomberg, Amazon has confirmed it is experimenting with including a “top brand” label on listings for popular items from Speedo, New Balance, Under Armour, and Fruit of the Loom in some consumer search results. Companies do not pay for the label. The designation is similar to in-store promotions major brands receive in brick-and-mortar stores.

Bloomberg reports that some analysts are concerned that the criteria for receiving a “top brand” label will not be transparent to consumers, whose purchase decisions could be heavily influenced. There are also concerns Amazon could use the designation to promote sales of its own private-label goods.

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