The repeated comparisons to (grocery) store house brands is entirely disingenuous. Most consumers know those brands are associated with the store, and the stor

The repeated comparisons to (grocery) store house brands is entirely disingenuous. Most consumers know those brands are associated with the store, and the store makes no effort to hide the fact. "Amazon Basics" makes no effort to hide it's association and I'm okay with that.... But many of the rest of Amazon's brands seem entirely designed to obfuscate their association with Amazon itself. As a matter of fact, Amazon doesn't even provide a complete list of its house brands. Pretty telling if you ask me.