http://www.vosizneias.com/238768/2016/05/15/new-york-wsj-amazon-to-launch-new-private-labels-in-coming-weeks/
It will probably be on an item by item basis like any other store brand.
Should be interesting, definitely a good opportunity for a Hechsher to jump on now.
It's a matter of time...every item we use will be Amazon branded... world dominance fellows.
Amazon owns the highest end data on what is worth it to sell, how fast it will sell, and and other information. So wouldn't be surprised