Amazon, the e-commerce giant, has been a game-changer in the retail industry, offering a vast array of products from books to electronics, clothing, and even groceries. However, in 2009, Amazon took a significant step by launching its own private label, Amazon Basics. This move raised many eyebrows and led to a flurry of questions. Why did Amazon, a successful online marketplace, decide to create its own product line? This article delves into the reasons behind Amazon’s decision to create Amazon Basics and the impact it has had on the company and the market.

Understanding Amazon Basics

Amazon Basics is a private label brand owned by Amazon. It offers a wide range of products, including home essentials, tech accessories, kitchenware, and more. The products are known for their affordability and decent quality, making them a popular choice among consumers.

Reason 1: Increased Profit Margins

One of the primary reasons Amazon created Amazon Basics was to increase its profit margins. Selling its own products allows Amazon to control the manufacturing, pricing, and distribution process, thereby reducing costs and increasing profits. This is a common strategy used by many retailers, both online and offline.

Reason 2: Control Over Product Quality

By creating its own product line, Amazon has greater control over product quality. This allows the company to ensure that the products meet its standards, leading to increased customer satisfaction and loyalty.

Reason 3: Data-Driven Decision Making

Amazon has access to a vast amount of data on customer preferences and buying habits. This data can be used to identify gaps in the market and create products that meet customer needs. Amazon Basics is a perfect example of data-driven decision making.

Reason 4: Competitive Advantage

Amazon Basics gives Amazon a competitive advantage over other online retailers. By offering high-quality, affordable products under its own brand, Amazon can attract and retain more customers.

Impact of Amazon Basics

Since its launch, Amazon Basics has been a success story. It has not only increased Amazon’s profit margins but also enhanced its reputation as a reliable retailer. However, it has also led to some controversy, with other sellers on the platform expressing concerns about unfair competition.


In conclusion, Amazon created Amazon Basics to increase its profit margins, control product quality, make data-driven decisions, and gain a competitive advantage. While this move has been beneficial for Amazon, it has also raised questions about the company’s dominance in the online retail space. As Amazon continues to expand its private label offerings, it will be interesting to see how the market responds.

By understanding why Amazon created Amazon Basics, businesses can gain insights into the strategies used by one of the world’s most successful companies. This knowledge can be used to inform their own business decisions and strategies, helping them to compete in the ever-changing retail landscape.


Alex likes to write about anything related to technology, marketing and gadgets. He sometimes reviews the latest tech and also writes on other blogs.