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KPCB INTERNET TRENDS 2016 | 2016 Internet Trends Report

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KPCB INTERNET TRENDS 2016 | PAGE 62
Retail – The New Normal = Drive Transaction Volume  Collect / Use Data 
Launch New Products / Private Labels...
Outdoor
Furniture
Strathwood
2004
% Total Amazon Purchasers
Which Purchased Home &
Garden Products:
11%
Home
Goods
Pinzon
2008
% Total Amazon Purchasers
Which Purchased Household
Products:
10%
Electronic
Accessories
AmazonBasics
2009
% Total Amazon Purchasers
Which Purchased
Electronics (<$50) Products:
21%
Fashion Brands
Franklin & Freeman, Franklin
Tailored, James & Erin, Lark & Ro,
North Eleven, Scout + Ro, Society
New York
2015
% Total Amazon Purchasers
Which Purchased:
Men’s Apparel – 12%
Women’s Clothing – 9%
Amazon – Private Label Brand Launches, 2004 – 2015
Source: Internet Retailer, Bizjournals.com, Cowen & Company Internet Retail Tracker
Image: Amazon.com, Milled.com
Note: Purchaser data based on Cowen & Company consumer tracking survey (n= ~2,500), as of 3/16. Data shown is percentage of Amazon purchasers who purchased items from a specific category.

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