Amazon has reduced its private label selection amid weak sales Inc. has begun to drastically reduce the number of items it sells under its own brands, and the company has discussed exiting the private label business entirely to ease regulatory pressure, people familiar with folder.

Amazon’s private label business, with 243,000 products across 45 different house brands in 2020, has been a source of controversy as it competes with other sellers on its platform. The decision to scale back house brands is partly a result of disappointing sales of many items, the people said. It also came as the retail and tech giant has come under fire in recent years from lawmakers and others that it sometimes gives advantages to its own brands at the expense of products sold by other providers on its site.

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