The trend is quickly becoming stores that sell almost exclusively store brand, augmented by other companies products to fill their cracks. Target, Walmart, and Costco would prefer to be Ikea than ebay. In many ways, I like it. I want target products, I go to target. I trust them to stand behind the quality of their product. Same goes for Kirkland. I dont go to Amazon to buy Kirland, anymore than I go to Best Buy to buy an Echo. Great Value I expect to be cheap but safe and not counterfit. Sure Wal-Mart might not be the most ethical business partner, and might be putting companies out of business, but I expect their store brand products to be what they say on the label.

The stores pushing their brand helps with the paradox of choice, comparison shopping, recommendations and reivews, and blame when something goes wrong. I expect them to do the work of selecting the best product and standing behind it. Its department store scale boutiques, store brand product curation (basically white label rebranding, maybe custom runs off the factory lines) is a feature, not a bug.

Amazon is doing a very similar thing by buying brands. Hopefully someday there is more to Alexa than voice, and there is a single something that allows you to see basic status and config of all your amazon products and services, whether they be Echo, Fire, Ring, Eero, Twitch etc.