Amazon has registered more than 150 private-label brands with the U.S. Patent and Trademark Office and carries hundreds of thousands of items from these house brands on its site. A recent investigation by The Markup found that the online shopping behemoth often gives its own brands and exclusive products a leg up in search results over better-rated competitors. We also found Amazon is inconsistent in disclosing to shoppers that those products are Amazon-brand products or exclusives.

So we decided to add some transparency for Amazon shoppers. The Markup created a browser extension that identifies these products and makes their affiliation to Amazon clear.