Consumer Technology June 14, 2018 Industry Update Prices: 6/13/2018 Brand Amazon - Implications of Company's Private-Label Efforts Industry: To analyze Amazon’s private label efforts, we reviewed where its items ranked in product searches Consumer Technology as a means of gauging their sales. Of the 100 items we analyzed, 24% were ranked first, 56% were in the top 10%, 65% were in the top 20, and 35% were outside the top 20. While encouraged by Tom Forte, CFA the results, we consider Amazon to be in the early innings of its private label efforts, with significant 212-223-5364 opportunities to expand into more products and categories.
[email protected] While gathering data, we noticed the increasing prevalence of Amazon’s advertising efforts. Ninety four of the 100 product searches had advertisements. We believe Amazon’s private-label efforts are important to the company for several reasons: • SALES IMPLICATIONS: First, when considering the impact of its private-label sales efforts in a vacuum, we project Amazon has greater than a 25% chance of increasing our near-term sales CAGR by 100 basis points from its private-label efforts. A 100 basis points increase would raise our 2020 forecast to $348.6B from $340.3B for a delta of $8.3B. However; when including its advertising sales, which should benefit from its private-label efforts, we increased our near-term and long-term sales projections by 100 basis points to reflect our confidence in both initiatives moving the needle. • MARGIN IMPLICATIONS: Second, again looking in a vacuum, we forecast the incremental revenue growth would negatively impact our near-term adj.