I've found the emergence of these anti-brands to be fascinating, if also annoying. They are not really brands at all. The purpose of a brand is to signal something about who made the product, but these brands deliberately signal nothing.

What's interesting, though, is that these brands typically sell things for which we, in the pre-internet days, would not really have cared much about the brand. If you were looking for a sleep mask, you would likely go to a department store or a store at the mall. That store would have at most one or two different brands of sleep mask to choose from. What would you, the shopper know about these brands? Probably nothing. It was the store's brand that you would trust. The store would do the curation, and if customers got a lot of lemons from the store, they would choose to shop somewhere else.

With Amazon's "everything store", this entire pattern has been distrupted. For a while, their ratings could be trusted, but they eventually eroded. Then you could trust "Amazon's Choice" for a while, but I've started seeing "Amazon's Choice" on brands like "MIEWWO" now. So what to do?

The answer is to go back to shopping at stores you can trust to curate what they sell, or for specialty products, buy direct from some known brand's website. (e.g. something like Leatherman tools or Spyderco knives)

Last summer I had to prep for an outdoors trip, and needed to buy a bunch of gear and clothing. Almost everything I bought I could have gotten from Amazon or a similar marketplace online, but instead I bought from REI and local sporting/camping shops, either buying online and picking up in store, or just going to the store and shopping, and it really felt worth it to get the quality I wanted.