Amazon quietly launches private label - Pinzon

I was alerted today of an interesting Amazon development that's been under the radar for a while, but more and more people are noticing the success of. Amazon has quietly launched a private label, where they manufacture and sell products, under the Pinzon brand.

If you go to www.pinzon.com, it is a redirect to this Pinzon page on Amazon where it is mentioned that Pinzon is a manufacturer of bath towels, sheet sets, furniture and kitchen gadgets.  

Here's the exact verbage they use:

Invite Amazon.com's Pinzon products into your kitchen and home for their form and function, and experience their style, craftsmanship, and value. We travel the world to find the best materials and designs for Pinzon products and use the most sensible manufacturing methods. We thoroughly test each Pinzon item and rely on feedback from our customers to help us deliver the highest quality. Check out all of our Pinzon products, including bedding, towels, and cook’s tools, and you’ll find something for all occasions at the best values. With a selection that continues to grow, the Pinzon brand is set to become a part of your lifestyle.

The name Pinzon is another clue that this is an Amazon brand.  Vicente Yáñez Pinzón was a Spanish explorer that discovered the Amazon river from which Amazon, of course, draws its name.

For a first foray into the 'private label' world, Pinzon is pretty expansive.  This search indicates there are 551 different products available today.

Interestingly there's a vibrant Pinzon market on eBay - currently there are 100 items for sale.

Seeking Alpha Disclosure I am long Amazon and Google.  eBay is an investor in ChannelAdvisor.