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Amazon (NASDAQ: AMZN) started affairs clandestine characterization articles in 2009 with commoditized articles like USB cables and batteries. Back then, it’s broadcast its ability with a growing account of products, including diapers, babyish wipes, food, shoes, toys, and akin mattresses.

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The e-commerce behemothic now sells over 120 types of clandestine characterization appurtenances according to TJI Research. SunTrust’s Robinson Humphrey claims that represents a nine-fold access from aboriginal 2016, and the close expects Amazon’s clandestine characterization acquirement to acceleration from $7.5 billion this year (3% of its estimated revenues) to $25 billion by 2022.

This agency that Amazon could aching a advanced ambit of customer appurtenances companies with its clandestine characterization blitz. However, three accurate companies could be hit harder than their industry peers: General Mills(NYSE: GIS), JCPenney(NYSE: JCP), and Procter & Gamble(NYSE: PG).

Amazon’s acquirement of Whole Foods aftermost year already acquired headaches for General Mills, the packaged foods behemothic that makes Cheerios, Yoplait, Haagen Dazs, and Betty Crocker. General Mills was already disturbing with sales declines as consumers accept confused adjoin convalescent aliment products, and abounding analysts believed that Amazon’s action of blurred prices on Whole Foods’ articles would aggravate the pain.

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Earlier this year General Mills acquired Blue Buffalo, a maker of exceptional pet aliment products, to alter its portfolio abroad from its bequest brands. The $8 billion acquisition, which isn’t accepted to become balance accretive until 2020, was ailing accustomed by analysts and investors alike.

Shortly afterwards, Amazon — which already controlled over bisected of the U.S. dog aliment bazaar according to Packaged Facts — launched its own exceptional pet aliment brand. It additionally launched Wag, a committed online exchange for pet aliment and added pet articles with chargeless two-day shipping. Those moves acerb announce that Amazon affairs to boring drove crumbling customer basic players like General Mills with its accretion portfolio of clandestine brands.

JCPenney absent over 90% of its bazaar amount over the accomplished decade amidst slowing capital cartage and tougher antagonism from Amazon and superstores. The retailer’s abatement was affronted by above CEO Ron Johnson’s adverse run amid 2011 and 2013, and it’s struggled to absorb a abiding C-suite back then.

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JCPenney investors afresh breathed a blow of abatement back the banker assuredly assassin industry adept Jill Soltau as its new CEO to alter Marvin Ellison, who abruptly accommodated in May. One of Ellison’s capital turnaround strategies was to aggrandize the retailer’s clandestine characterization apparel, including its Xersion athleisure cast and its City Streets a accoutrement brand.

Soltau hasn’t categorical her affairs for JCPenney yet, but she has affluence of acquaintance with clandestine labels at her antecedent employers. Therefore it wouldn’t be hasty if Soltau connected Ellison’s advance into clandestine characterization apparel.

Unfortunately, accomplishing so could artlessly access JCPenney’s acknowledgment to Amazon, which sells about 5,000 clandestine characterization accouterment items according to Coresight Research. Amazon’s brands accommodate Core 10 and Peak Velocity activewear, Goodthreads accidental menswear, and Paris Sunday dresses and acme for women. Morgan Stanley additionally expects Amazon to beat Walmart as the country’s top accoutrement banker this year — which could drove JCPenney’s clandestine characterization accoutrement ambitions.

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Procter & Gamble, which sells Pampers diapers, Tide laundry detergent, Olay and Pantene bathing products, and added acclaimed customer brands, was already disturbing adjoin clandestine characterization brands afore Amazon entered the market.

For a while P&G seemed to accept that tethering itself to Amazon via Dash Buttons for consumables would accumulate its brands relevant. Unfortunately, that abstruse advancement didn’t change the actuality that Amazon was ablution a growing cardinal of clandestine characterization alternatives — like Mama Bear diapers and Presto bactericide — to claiming P&G’s top products.

Speaking to CNN Business, P&G VP Damon Jones accepted that Amazon’s moves “up the ante for us to ensure our articles are acutely superior,” but declared that the aggregation could abide growing with new innovations. P&G currently expects to post 2% to 3% amoebic sales advance this year, but tougher antagonism from Amazon (as able-bodied as clandestine brands from added retailers) could account that advance to bullwork to a halt.

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General Mills, JCPenney, and P&G aren’t the alone companies that could be aching by Amazon’s clandestine characterization brands. But these three companies are already disturbing with abiding challenges, and Amazon’s ambitions could bung a bend into their turnaround efforts.

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John Mackey, CEO of Whole Foods Market, an Amazon subsidiary, is a affiliate of The Motley Fool’s lath of directors. Leo Sun owns shares of Amazon. The Motley Fool owns shares of and recommends Amazon. The Motley Fool has a acknowledgment policy.

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