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I wear expensive clothing (without any visible branding) because I'm paying a company that pays fair wages to their workers and are working on reducing environmental footprint. Now that company isn't on Amazon, and I don't have a problem with Amazon selling their own brands, but if they end up making it more difficult for smaller companies to thrive, I consider it a negative.

Branding isn't exclusively used by retail companies to signal wealth.

If Amazon unfairly kills brands, aren't they getting rid of competition which would then allow them to raise prices, in the end hurting the consumer?