Amazon Launches Own Brand

    September 21, 2009
  has announced the launch of its own private-label collection of consumer electronics dubbed "AmazonBasics."

Amazon says its new line includes audio video cables and blank DVDs. The company said it plans to add more items in the coming months, but did not offer specifics.

"We saw an opportunity to create a line of consumer electronics basics that combine quality and low prices for an overall focus on value," said Paul Ryder, vice president of Consumer Electronics for "We drew on our history of developing other private-label brands and combined that with our mission to give customers the ultimate in selection and value. AmazonBasics is the result."


"We will continue to gather input from customers and evaluate opportunities for new products under the AmazonBasics brand. We aim to offer our customers as wide a selection as possible, and we think AmazonBasics makes a great addition to the brands we already carry."

The company says its basic line will ship in "Frustration-Free Packaging," which is easier to open and made from recyclable cardboard.

AmazonBasics is currently only available in the U.S., but will be introduced in other markets in the coming months.