What is Amazon up to? (A question we are perpetually asking ourselves these days.) Last week we reported Oregon winery King Estate had partnered with Amazon Wine to create a new brand called Next [see WSD 06-29-2017]. The initial release said Amazon was involved from conception to release of the brand. It wasn't a terribly surprising move considering Amazon has upped its private label production of a number of other goods like batteries, food products and various household commodities.