[JonathonW]

This is pretty common in retail and predates Amazon (or even online shopping in general)-- for example, Kroger has Kroger-branded groceries; Best Buy has Dynex, Rocketfish, and Insignia for consumer electronics; Costco has Kirkland Signature everything.

Generics and private label brands are big business, especially in industries where consumers aren't brand sensitive (does anyone actually buy on-brand Motrin or Advil?). It's completely understandable that Amazon would want on that particular gravy train.

[reaperducer]

Amazon Basics rechargeable batteries actually have higher capacities than their name-brand competitors.

I saw Amazon Basics pants last night. But there's some places even I won't go.