Everyone is well aware of Amazon's private label but brands within electronics. Not everyone is aware of their offerings within apparel and fashion. If 1010data's findings are showing initial traction. Note the Pinzon (home/bedding), Lark & Ro (women's apparel) and Buttoned Down (men's dress shirts) in the chart below.

Whilst the growth numbers are impressive for the aforementioned apparel brands, keep the scale in mind. Building scale with an etail/.com only offering takes a significant amount of time. Secondly, Amazon's offering of other brands and 3rd party seller brands is so vast that sales are dispersed across an incredibly long tail. Contrast that scale with the scale of Target's private label kids brand Cat and Jack. You can argue the offering of Cat and Jack is much broader than Amazon's apparel brands, but one can't be amazed at the concentration of sales in brick & mortar stores. Cat and Jack did $2 billion in sales in its' first year thru July.