Amazon Private Label in 2021

Everyone wanted to talk about Amazon private label in 2021 that was the one thing that kept coming up and it was like a ridiculous take. But you have this kind of funny combination of on one hand you can look at Amazon ads and say you know retailers as I said myself earlier retailers couldn't do advertising before. And so this is a new thing and it's a new way of making retail or a retail retailer to make brands bid their margin down against each other which they couldn't do before.