Not just many suppliers of generic products, but suppliers come and go on an almost weekly basis thanks to always choosing the cheapest, suppliers going out of business, etc. Hooray capitalism.

See I don’t understand how they have multiple vendors for Kraft or Johnson and Johnson products. There are no multiple suppliers.

Coca Cola I can understand, but those are all franchisees and the parent company watches them like a hawk. Mostly what they make is purified water to mix with the syrup they got from corporate to reduce shipping costs and losses.

For branded products a seller would need an agreement with Kraft or Johnson and Johnson as a reseller before Amazon will let you list. Many companies do have multiple reseller (most with geographical limitations) but some like shoe companies are more strict.

Then you have Apple and Amazon creating the brand Amazon renewed to sell watches.