Brands Invent New Lines for Only Amazon to Sell

The maker of Equal sweeteners and the nutrition brand GNC are among the first to launch products through a program Amazon started last year to outsource the work. Mattress maker Tuft & Needle also recently created a brand called Nod exclusively for Amazon. Amazon's initiative is the latest example of the e-commerce giant flexing its muscles in order to offer the lowest prices and widest selection, as it seeks to cut into the market share of big-brand manufacturers. Also, they risk cannibalizing higher-margin sales of their main brands by offering comparable products under different labels. In exchange for creating exclusive products, the brands get help launching their products on Amazon.com,