Amazon branches out into own-brand electronics

By Andrew Thomas September 21, 2009

Online megastore Amazon is to undercut its regular suppliers by branding electronics accessories under its own name. AmazonBasics will initially offer a range of cables and blank media, but it's hard to imagine that the retailer will be content to stop at that. HDMI cables, Ethernet cables, blank CDs and DVDs are pretty dull fare, but everyone needs them. What is interesting is that Amazon will source the items from the same manufacturers who supply the companies who already sell the items through the online store. Some wailing and gnashing of teeth is to be expected amongst their number. "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 Amazon. "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.

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