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Small business coalition says Amazon brands are unfair competition

“‘Big retailers, like Sears, J.C. Penney, had their own brands — Craftsman, Towncraft. And they pushed their own brands,’ he said.

That can promote competition and bring down prices, said Ira Rheingold, executive director of the National Association of Consumer Advocates. The risk, he said, is if prices drop too low, ‘which may force those businesses to go out of business and that competition no longer exists.'”