I bet Amazon does pretty good business with "Basics". It is a really interesting concept, IMO, and really different from store brands in the past. In many case

I bet Amazon does pretty good business with "Basics". It is a really interesting concept, IMO, and really different from store brands in the past. In many cases, the Amazon Basics products compete with essentially brandless (or relatively unknown brand) importers. The Amazon Basics brand works in these cases by having significantly more credibility than (insert random name here) USB cables. Its really the opposite way that store brand products have worked with traditional products in B&M stores, where the branded product generally has a higher natural reputation.