Amazon introduces 'top brands' label

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Amazon is marking selected fashion labels as "top brands" in a change to its search results.

As AdAge report, e-commerce research firm Marketplace Pulse noted the change on Friday.

Marketplace Pulse says that brands including Speedo and New Balance are now being tagged as "top brands", marking them out from other search results.

Amazon has confirmed that it is testing the new feature, and says the label is being used to bring attention to brands that are already popular with customers on the platform.

The "top brands" tag could go some way to relieving the ongoing tension between Amazon and some of the larger manufacturers it deals with.

Leading brands have grown uneasy with the increasing dominance of Amazon, which continues to take consumer spend away from bricks-and-mortar retailers.

Meanwhile the most popular brands have also complained of widespread counterfeiting, which some have said Amazon are not doing enough to combat.

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