Shares of retailers of furniture and home goods, including Wayfair (W), Williams-Sonoma (WSM), RH (RH) and Ethan Allen Interiors (ETH), are slipping after Amazon (AMZN) took the wraps off its first private-label furniture brands.

PRIVATE-LABEL FURNITURE BRANDS: Amazon has introduced "Rivet" and the more modern and higher-priced "Stone & Beam" private-label furniture brands. According to the e-commerce giant's website, both brands offer free returns for 30 days, with the former giving customers a 1-year warranty on all furniture and the latter a 3-year warranty. "Rivet" and "Stone & Beam" focus on living room furniture and decor, and carry the Prime badge with free shipping, according to Furniture Today.

PRICE ACTION: In afternoon trading, shares of Wayfair have dropped over 5% to $60.84, Williams-Sonoma slid about 4% to $47.93, RH slipped almost 3% to $83.80, and Ethan Allen Interiors dropped 2% to $27.45. Meanwhile, shares of Amazon are fractionally up to $1,123.27.