Retail – The New Normal = Drive Transaction Volume  Collect / Use Data  Launch New Products / Private Labels... Amazon – Private Label Brand Launches, 2004 – 2015 Outdoor Home Electronic Fashion Brands Furniture Goods Accessories Franklin & Freeman, Franklin Strathwood Pinzon AmazonBasics Tailored, James & Erin, Lark & Ro, North Eleven, Scout + Ro, Society 2004 2008 2009 New York 2015 % Total Amazon Purchasers % Total Amazon Purchasers % Total Amazon Purchasers % Total Amazon Purchasers Which Purchased Home & Which Purchased Household Which Purchased Which Purchased: Garden Products: Products: Electronics (<$50) Products: 11% 10% 21% Men’s Apparel – 12% Women’s Clothing – 9% Source: Internet Retailer, Bizjournals.com, Cowen & Company Internet Retail Tracker Image: Amazon.com, Milled.com KPCB INTERNET TRENDS 2016 | PAGE 62 Note: Purchaser data based on Cowen & Company consumer tracking survey (n= ~2,500), as of 3/16. Data shown is percentage of Amazon purchasers who purchased items from a specific category.