This has been going on for decades. Sometimes the products are identical to those sold in other stores and only differ in a model number. Other times there are minor design differences, sometimes obvious, sometimes subtle. Then there are the truly custom products developed for a single retailer.
The risk here is that Amazon demands exclusivity and won’t sell other manufacturers’ products. So far, you find Amazon branded products next to a myriad of similar products from other merchants and/or manufacturers, but mainly for small items. This could lead to a lot of internal conflict with the platform people responsible for broad revenue and the product people responsible only for their own Amazon brand products.
I bought something (I don't remember what) at a store that had 30 day after purchase price matching. I found the exact same thing at another store cheaper. I showed it to the store where I bought it. They said it didn't count as the model # was different. It turns out that the model number was exclusive to the store where I bought it. So there was really no price matching.