retailer's decision whether to carry an additional national brand or a store brand, and if the retailer chooses to introduce … the latter, where in product space to locate the store brand. Store brands differ from other brands in being both … store brand in a given category. We control for other motivations for carrying a store brand that have been used in the …

entry brand, and by improving consumer perception for parts of the platform. In the meantime, flagship entry cannibalizes … the sales of same-brand sellers, while other brands may gain as the buyer base expands on the platform … hurts existing sellers of the entry brand. On average, the effect on consumer welfare is more positive if the flagship entry …

branded equivalent, while the retailer's margin on the national brand is an upper bound on the retailer's marginal handling … cost for both the brand and private label versions. We find that lower bounds on the 'full' markup ratio range from 3 …

We study whether Amazon engages in self-preferencing on its marketplace by favoring its own brands (e.g., Amazon Basics … characteristics. We find that Amazon branded products are indeed ranked higher than observably similar products in consumer search … results. The prominence given to Amazon brands is 30% to 60% of the prominence granted to sponsored products …