Should Amazon be selling private label products? No. Why not? While Amazon is an online retailer, I’ll argue that the perception of their business and the relationship that the consumer has vs. a bricks-and-mortar retailer differs greatly. The tangible nature of a supermarket, electronics, or clothing chain supports the believability and value created by private label. While Amazon is a retailer, it is in fact a virtual one that has the perception and strength of being a neutral third party bringing the best choices in consumer products to their customer base. Supporting their own brand conflicts with this idea plain and simple.