I only know about what the German auto folks do in the EU, the dealerships are independent companies in the US, so they do their own thing in many cases as regards oil and filters, hence the Audi turbo failures and the current thin oil game. There is nothing to stop another filter company producing a better filter and selling it in the same market, but the Germans act as a team and any company doing that knows it will be shooting itself in the foot in terms of getting future contracts from the main manufacturers.
Nearly all OEM parts are supplied through exclusive contracts here, I was even trying to find an alternator rectifier for my Volvo last year and I had all the part nos, knew the maker in France (Valero), BUT could not get one even on Fleabay as they are only sold to Volvo, BMW and Renault. Not one of the three sells a rectifier unit, only new alternators so I finished up buying a Chinese recon job.