With $9 billion in backing, an army of aggregators is buying up obscure, Amazon-based brands in hopes of creating a sprawling, Internet-era Unilever.
Catherine Seifert just wanted to solve the problem of where to put her purse in her car. Before she knew it, she had a patented device and a multimillion-dollar business selling her mesh slings (designed to bridge the vertical space between seat backs) on Amazon. Seifert’s brand, Car Caché, isn’t a household name, but its signature product...