Seattle - Amazon.com has launched a private-label accessories line under the AmazonBasics brand.
The value-oriented assortment presently includes cables and blank media, but will be expanded to include additional products and categories in the coming months, the e-tailer said.
The assortment will be available through a dedicated section of the e-commerce site at www.amazon.com/amazonbasics.
"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, the company's CE VP. "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."
Ryder said the line "makes a great addition to the brands we already carry," and that Amazon will "continue to gather input from customers and evaluate opportunities for new products" under the new house brand.
As of Monday, Sept. 21, cabling was available for pre-order only, although all blank media was in stock and ready for shipping. Prices start at $8.35 plus shipping for a 9.8-foot HDMI 1.3b cable, and $15.20 plus shipping for a 50-pack of 700MB 52x blank CD-R discs.
All AmazonBasics products will ship in the e-tailer's "frustration-free" and environmentally friendly packaging, which is easy to open and made from recyclable cardboard, alleviating plastic clamshells, wire ties and excessive packaging, the company said.