>fall back
That is a good point Aaron. Also I think Amz low prices on house brand stuff keeps pressure on competitors to keep prices low and sets a certain minimum for quality too.
I'm seeing more Amazon brands in my Amz serps but this could be because I have searched specifically for Amazonbasics several times, clicked on and bought various house brand products recently.
PS: they even have Amazon dish washing liquid now. Or was it mouthwash? I forget.