Amazon is already the biggest online destination for shoppers looking to pick up a Sony media player, some Reebok trainers or whatever book takes their fancy. But the retailer wants to transcend its status as an online mall, and is now extending its private label range.

It would be a challenge to find an item that couldn't be bought on Amazon. But the retail giant is no longer content with just delivering things and has been experimenting with own-label products – from linens to baby wipes. Now, it wants people to buy Amazon-label food too.

Choco Rice instead of Coco-Pops, Snack Noodle instead of Pot Noodle, or Sainte Etienne instead of Stella Artois. Own-label brands dominate the supermarket, accounting for over half of British grocery sales. But copycat branding can be detrimental to the market and the consumer. So, why and how do copycat brands work?

With three-quarters of the market boasting ‘softness’ and price a key point of difference, it’s tough to build loyalty as a loo roll brand. Yet Aussie start-up Who Gives A Crap has tripled in size each year since 2012 by following three rules – make it good, make it fun, make it irresistibly easy.