Earlier this year, Amazon overtook Walmart as the world’s biggest retailer by sales. The online marketplace’s claim to fame is selling everything under the sun—but such a massive catalog has its drawbacks. Amazon sells products by plenty of trusted brands, but to find them, shoppers have to wade through oceans of slop. That includes “pseudo-brands,” such as online-only retailers typically named with a string of all-caps letters that look more like high-security passwords than brand names. (A cur