In this episode of Upside, Ali & Zamir dissect a viral video claiming Amazon “rigs the game” with its private label products. The video has millions of views, but is it telling the full story, or just sensational clickbait? The guys unpack what’s true, what’s misleading, and what every brand owner needs to know before drawing the wrong conclusion.

What’s Covered in This Episode

The viral video suggests Amazon unfairly promotes its own brands, uses seller data to copy products, and squeezes out competition with unbeatable margins. While some points hold water, like the reality of Amazon brands getting premium placement, others are misrepresented or oversimplified.

Ali & Zamir explain the Amazon Accelerator program, where third-party sellers actually produce many “Amazon brands,” and why sellers shoulder the risk while Amazon keeps the rights. They also highlight how brand analytics data is available to every seller, not just Amazon, and why this matters for new product development.

The duo also tackle misconceptions around pricing, margins, and private labels, pointing out that every major retailer does it, from Tesco Finest to Costco’s Kirkland. Far from being a reason to avoid Amazon, they argue this is simply the reality of modern commerce. And finally, they call out the irony: while the video criticizes Amazon, its creator is monetizing the content with affiliate links back to, you guessed it, Amazon.

Key Takeaways

• Private label isn’t unique to Amazon: Every major retailer runs its own brands, often with better margins.
• Accelerator explained: Many Amazon-label products are produced by third-party sellers under strict terms, not by Amazon itself.
• Data isn’t secret: Brand analytics gives all sellers access to the same category, click, and conversion insights Amazon uses.
• The game isn’t fair—but it’s fair everywhere: Aldi, Costco, Tesco, and others all give preference to their own-label products.
• Misquotes & hype: The viral video misuses Bezos’ comments (about devices, not private label) and leans on sensationalism.
• Don’t be discouraged: Amazon remains a huge growth channel—brands just need to understand the landscape and compete smart.
• Affiliate irony: The video creator criticizes Amazon while profiting from affiliate links driving sales back to Amazon.