John Herrman, New York Times:
Mostly, you’ll notice gloves from brands that, unless you’ve spent a lot of time searching for gloves on Amazon, you’ve never heard of. Brands that evoke nothing in particular, but which do so in capital letters. Brands that are neither translated nor Romanized nor transliterated from another language, and which may contain words, or names, that do not seem to refer to the products they sell. Brands like Pvendor, RIVMOUNT, FRETREE and MAJCF. Gloves emblazoned with names like Nertpow, SHSTFD, Joyoldelf, VBIGER and Bizzliz. Gloves with hundreds or even thousands of apparently positive reviews, available for very low prices, shipped quickly, for free, with Amazon Prime.
Gloves are just one example — there are at least hundreds of popular searches that will return similar results. White socks: JourNow, Formeu, COOVAN. iPhone cables: HOVAMP, Binecsies, BSTOEM. Sleep masks: MZOO, ZGGCD, PeNeede.
These “pseudo-brands,” as some Amazon sellers call them, represent a large and growing portion of the company’s business. These thousands of new product lines, launched onto Amazon by third party sellers with minimal conventional marketing, stocking the site with disparate categories of goods, many evaporating as quickly as they appeared, are challenging what it means to be a brand.
They’ve also helped overwhelm the United States Patent and Trademark Office, which, not unlike an Amazon shopper, has for years found itself mystified by pseudo-brands as it continues to approve them. Maybe they’re the future of shopping. They’re certainly part of the now.
This is a fascinating exploration of how the combination of a handful of Amazon’s seller policies and fewer barriers between customers and manufacturers has changed the nature of what a brand is, at least in terms of household consumer goods.