Amazon watchers say the company has accelerated its efforts to sell its own products or products it markets exclusively.
But the increased focus on Amazon's house-brand offerings suggests it may now be Amazon's turn.
Critics say Amazon uses its sales data to find fruitful areas where it can produce generic versions of already-popular products.
They admit that brick-and-mortar businesses have done the same thing for decades, but argue that Amazon's dominance over online retail makes it more of a problem when the company moves so aggressively into house brands.
By the numbers: Amazon currently has 135 private-label brands, and it has deals to sell another 332 brands exclusively around the world, according to a database maintained by TJI Research.
E-commerce rules going into effect next month in India appear to forbid a marketplace like Amazon — or Walmart-owned Flipkart — from selling products it has a stake in and to ban exclusivity deals.