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Go read this fascinating dive into brand consolidation on Amazon Marketplace

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Photo by Michele Doying / The Verge

The relatively unknown brands that hawk products on Amazon’s Marketplace platform now make up the majority of the company’s online retail sales, across categories as disparate as pet products and USB cables and foam head pillows. And as a new report from The New York Times illuminates, these brands — many of them created to sell a singular product on Amazon — are now hot commodities in a fast-moving consolidation trend occurring in the world of e-commerce.

Here’s roughly how it goes down: a savvy entrepreneur wants to use Amazon to sell products, so they do some research, source suppliers, and launch a product line under a new brand name. The product — be it pet deodorizer under the name Angry Orange or a line of hiking accessories sold…

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