Amazon's Private-Label Sportswear Makes Quiet Debut

mazon.com Inc.’s expansion into private-label activewear is beginning to show up on its website, a move that will generate fresh competition for Nike Inc. and Lululemon Athletica Inc.

Amazon is now selling at least two new product lines — Rebel Canyon and Peak Velocity — that appear to be internal brands, according to analysis by business-intelligence firm L2 Inc.

The e-commerce giant is adding the apparel as part of an effort to fill gaps in its lineup, rather than counting on big sports brands to offer their merchandise on Amazon, according to L2 analyst Cooper Smith.

To read more, click here.