Brand Names on the way out?

Grocery stores are focusing on private label items more and more. Heck, my local grocery store has its own private label motor oil. Another one has a private label brand of electronics. Now it seems that Amazon is getting in on the act. You gotta think that a lot of brands are going to get squeezed. Small chains will never get the kind of deals that Walmart gets from suppliers. They have to offer their owns brands to have any chance at competing. Large chains like Walmart really don't need the brands anymore. I don't think brands will go away but it is going to get interesting.