Those who have purchased modern electronics know that not everything comes in the box anymore.
If you buy a printer, you have to be sure to buy a USB A to B cable separately. If you buy a new Blu-ray player or high-definition capable video game console, you're going to have to spring for an HDMI cable.
Retailers love cables because the mark up on them is ridiculous. Consumers hate them because they're often expensive, sometimes require a trip back to the store if forgotten, and come in the much-hated clamshell packaging.
Amazon hopes to fix all that.
The massive online bookseller today announced the launch of AmazonBasics, a new private-label collection of consumer electronic “basics” which includes audio and video cables and blank DVD media.
“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.”
The AmazonBasics line of cables and leads aren't the cheapest that you'll find on the internet (savvy shoppers will look at other online alternatives), but those already ordering from Amazon would do better with the house brand rather than some other monster alternative. Another plus is that all AmazonBasics goods will be non-packaged using the frustration free packaging started by Amazon.
AmazonBasics are only available to U.S. customers right now, but the company expressed plans to introduce the line on international sites over the coming months with additional accessories and other items.