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Other investors in the startup include Capital, Fuel Ventures and Upper E-commerce roll-ups are the next wave of disruption in consumer packaged goods. Heroes is playing in what is rapidly becoming a very crowded field.

Many a roll-up play follows a similar playbook, which goes like this: Amazon provides the marketplace to sell goods to consumers, and the infrastructure to fulfill those orders, by way of Fulfillment By Amazon and its Prime service. Meanwhile, the roll-up business — in this case Heroes — buys up a number of the stronger companies leveraging FBA and the marketplace. After the launch of Xessentia, Amazon introduced a brand of U. The Symbol brand is still going strong. On Oct. Amazon has been repeatedly accused in the United States of copying product designs.

In , home-goods retailer Williams-Sonoma Inc filed a federal lawsuit against Amazon, accusing the e-commerce giant of copying its proprietary designs for chairs, lamps and other products for an Amazon private brand called Rivet. The exhibits filed in the case included pictures of similar-looking products from Amazon and a Williams-Sonoma brand. In court filings, Amazon denied the copying allegations. Last year, the two parties reached a confidential settlement.

Allbirds said no. Then, in , Amazon introduced a wool-blend sneaker that closely resembled a popular Allbirds wool shoe — and sold for much less. There are always subtle differences in designs, and copycat cases can be time-consuming, Zwillinger said. Amazon had no comment. Noting that an Indian furniture brand called DeckUp was selling well on Amazon. Yet the internal Amazon documents show that in India, Amazon manipulated search results to favor its own products.

According to one current and two former Amazon employees, search seeding and search sparkles are digital techniques the company has used to direct customers to certain products. Sparkles are banners that Amazon has planted above search results to direct customers to certain products the company wants to promote. Then, about two years ago, he said he started noticing that his sales were dropping. The Logitech product also began appearing much lower in search results, he said. Logitech declined to comment.

Controversy over the business practices of foreign e-commerce companies in India has heated up in recent months. In June, the government proposed draft regulations that threaten to impose further restrictions on Amazon and other e-commerce companies, including local players, after receiving complaints by consumers and traders of unfair business practices.

The proposed rules could restrict Amazon and others from selling their own private-brand products in India. In early July, Amazon announced it would introduce to India a program it already offers businesses elsewhere.

Additional reporting by Jeffrey Dastin in San Francisco. The Imitation Game. Illustration by Catherine Tai. Just a couple of weeks ago, Thrasio — one of the big players out of the U.

This gives those third-party merchants looking to sell up a lot of options when it comes to buyers. So the trick for the Razors of the world is to both figure out how to find those that are under the radar but poised to grow, or to pay a premium, or bring together assets in a clever way that will make them more valuable in the longer term.