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as women's retailer Chico's moves ahead with plans to shatter two hundred fifty of its stores it's expanding another store front it's G. goes branded microsites on Amazon the retailer says it sells around twenty three hundred styles through the E. commerce giant nearly six times more than when it started selling last summer taking advantage of the online platforms enormous reach but embracing Amazon is not without risk for retailers as ready as Melissa Ferris explains big brands like lands and she goes Nike they are on Amazon because they feel like they have to be on the other hand you know they understand the risks of selling on Amazon Amazon is a competitor and Amazon has been taking a lot of steps in %HESITATION ramping up its private label apparel products Amazon's brands range from the fix for shoes to Larkin row for work where it told Reuters its own labels serve as a supplement to what other brands already offer giving its customers more choice but Amazon declined to say how many private label clothing brands it has and how fast it's churning out new ones though according to TJ I research Amazon at the start of this year already had one hundred nine of its own brands in clothing shoes and jewelery which is more than a five fold increase in just two years the explosive growth has been supported by a rich data Amazon gathers from brand selling on its site so %HESITATION what I've heard from brands like she goes is that you know the threat is that Amazon can take their data see what's performing well and then kind of use that to the Amazons advantage and basically turn out these private labels you know one after the other because of that some , direct to consumer brands and retailers are staying away , founder of upmarket swimwear brand in the for example told Reuters that missing out on key insights like where customers are coming from and what they click on is keeping her from selling on the platform