Maybe Amazon brands will at least be predictable, but the non-Amazon brands on Amazon will be increasingly counterfeits and noise.

(A contributor to the current problem of eroding non-Amazon brands with counterfeits seems to be Amazon's commingling from different marketplace sellers of the "same ASIN". And the current mass-spam search DoS of random-name brands and near-identical products from overseas sellers is also a problem. Amazon can not only shield their own brands from both of those problems, but can also exercise more supply chain integrity control for its brands than is possible for the non-Amazon brands if Amazon doesn't cooperate.)