Last year, the Seattle-based company decided to phase out 27 of its 30 clothing brands, such as Lark & Ro, Daily Ritual and Goodthreads.
Some of these brands are still on Amazon for now, as the company seeks to sell the remaining inventory, but when the inventory sales are completed, the company will be left with only three brands, Amazon Essentials, Amazon Collection, and Amazon Aware.
Sources told the newspaper that Amazon is also getting rid of some of its own brands in the furniture sector, such as "Rivet" and "Stone & Beam", once they run out of stock.
The exact numbers of the company's brand disposal process in other sectors can't be known, but Amazon Basics, which sells a range of household goods and tech accessories, will remain the company's focus.
Matt Tadde, vice president of Amazon Brands, told the Wall Street Journal, "We always make decisions based on what our customers want, and we've learned that customers are looking for our bigger brands, like Amazon Basics and Amazon Essentials, for great value with high-quality products at great prices."
He said Amazon is looking to get rid of products that "don't resonate with customers."
After years of trying to build a base of private branding, Amazon began downsizing last year after disappointing sales and criticism from lawmakers and others who said it could interfere with the business of the company selling other brands.
Amazon has had 243,45 products across 2020 different private brands since the company's announcement in <>.
The Federal Trade Commission is investigating Amazon over a number of its practices and is preparing an antitrust lawsuit against the company.
Amazon representatives are scheduled to meet with FTC commissioners next week as part of a formality often called the "last ritual" before the FTC drops its lawsuit next month.
Amazon's private label sales account for just 1 percent of the company's total retail sales.