Go read this investigation into Amazon’s sprawling empire of in-house brands

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Illustration by Alex Castro / The Verge

It’s no secret that Amazon owns a wealth of in-house brands that sell everything from affordable tech accessories (Amazon Basics) to e-readers (Kindle). But a new investigation from The Markup sheds new light on just how big this empire has gotten, and makes some troubling allegations about the advantages these brands seem to have over third-party competitors selling on Amazon. It’s a fascinating report that’s well worth a read.

For starters, just working out how many brands Amazon owns is a process that required The Markup to analyse public records from the US Patent and Trademark office. According to its reporting, the ecommerce giant has registered or owns over 150 brands, including some where their connection to Amazon isn’t obvious….

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