Amazon Basics : private label, low profile kick-off

If you visit Amazon.com store this week-end, Kindle remains on the top shelf of the Electronics section. The Top brand, with 171 references, is Amazon, but that's mostly Kindle stuff (the grey machine itself surrounded by more colorful accessories). No mention of AmazonBasics here.

If you want to get products from Amazon's new private label*, you have to type the direct URL amazon.com/AmazonBasics. And you'll get is really basics : blank media (ie DVD) and accessory cables branded Amazon. No-frills, smartly marketed as "Frustration-Free Packaging" ("a multi-year initiative designed to alleviate "wrap rage", featuring recyclable boxes that are easy to open and free of excess materials"). Even IKEA is more direct : we're just bringing the costs down, who cares if the packaging looks poor ?

Oviously, AmazonBasics is designed to alleviate Wrap rage from Amazon providers : we're not tapping your cash cow see ? We're only competing with your cheapest competitors, making up for the decrease in CD and DVD sales. For starters.

But everybody's got the message : we're there now. If Amazon becomes your "blank media" provider, and your "non blank media" publisher (ie CreateSpace), it can fill a few other blanks in the process.

Smarter products and services may follow.


* "Amazon.com Introduces AmazonBasics" (Amazon 20090919):

"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.com. "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."