Amazon's decision to sell pet food under its own Lifelong and Solimo brands in Europe threatens to take business away from Zooplus and brick-and-mortar giants like the U.K.'s Pets at Home Group Plc. Amazon, the world's biggest e-commerce company, hasn't published sales figures for the business. "We're constantly working to increase our offering, and the own-labels product help us it to sell a growing number of valuable products to our customers at attractive prices," Amazon said in a statement. In response, Zooplus plans to lift the share of own-label sales of pet food to 20 percent from 14 percent. The company is also trying to offer a more personalized service by collecting and using data to get a better idea of its customer's preferences. That has helped keep the return rate at less than 1 percent.