A new application suggests Amazon is preparing to double down on selling its own jewellery

Amazon has filed a trademark for a "For Keeps by Amazon" brand, according to a filing with the US patent office Another Amazon-brand line of jewellery featuring precious metals and stores could scare industry stalwarts which still haven't quite broken into selling all of their pieces online yet Amazon did not immediately respond to a request for comment.

Amazon does currently sell jewellery on its website, including its own "Amazon Collection," which sells jewellery of generally plain designs at value prices Another private label jewellery brand would further solidify Amazon's presence in the space, and a real brand would allow it to position itself among the other brands of jewellery it sells Amazon has been collecting private labels for a while now.

Critics, including European Union's competition commissioner Margrethe Vestager and US Senator Elizabeth Warren, say that limits competition as Amazon uses data from all of these sales to help launch its own brands which can, in turn, steal away that business. . Source