Actually, isn't that what Bed Bath and Beyond did? Partly the cause of their failure?

Also what Trader Joe’s does. It’s kinda their whole deal, and partly the cause for their success.

The root cause of their failure was stock buybacks, which was >100% of their debt at the end.

is your claim the shelves were empty where now stand the generic brand? something had to go.

Originally, the generics (which had plain black and white packages) had their own dedicated isles. Now the generics are put on the shelves next to the originals and all those "generic only" shelves got filled with regular products.

I've still never seen a brand new product show up in the store and become popular only to be pulled off the selves and replaced with only a generic version of that product. When I see examples of that happening, I'll accept that grocery stores are guilty of doing what amazon does.

I've seen it in the mini versions of stores in NYC.