This browser extension shows how many brands on Amazon are actually just Amazon

Image: The Markup

A new browser extension promises to show you which products in your Amazon search results are sold by brands that are either owned by or are exclusive to Amazon, giving you a better idea of who’s selling what you’re buying. It’s called Amazon Brand Detector, and it uses a list of Amazon brands created by The Markup, along with filters and other techniques (detailed here) to detect and highlight products that are a part of Amazon’s Our Brands program.

The Markup created this extension after its investigation into how Amazon ranks its in-house brands in search results and says the tool (available for Chrome-like browsers and Firefox) is designed to make searches more transparent. When we tested it, it obviously highlighted Amazon Basics...

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