Is Amazon Really a Mess?

When brands first started out on Amazon especially if they weren't there before. There are all these savvy sellers that are able to find their products for a lower price and then sell it online under a bunch of different names. All of them look like it's the same brand but you have no idea what to do with this but people kind of buy. Now when a brand then sees that it means that you have to deal with this mess but it means that there is also some at least some demand for your brand on the platform.