(Nazra Z) Amazon really, really wants to be your everything store. They do tech, they do digital goods, they do groceries, they even do same-day delivery. So perhaps it seems inevitable that they’re no longer just interested in selling other people’s stuff, but coming up with their own house brand for everyday items too. The Wall Street Journal reports that, like basically every grocery and big box store out there, Amazon is planning to launch its own in-house store-brand line of items under the Amazon Elements label. Amazon’s first foray into the Amazon Elements brand was not without its challenges.