Amazon has just launched its own private label mattress products, entering the $15 billion US mattress market with its own brand for the first time that we have seen.
Amazon’s new AmazonBasics Memory Foam Mattress just went live on Amazon.com with 2 Vine reviews from recent days. It comes in Twin, Full, Queen, King, and California King sizes, as well as 8-inch, 10-inch, and 12-inch depths. Prices range from $129.99 for the 8-inch twin to $349.99 for the 12-inch king.
Just last week, Amazon launched AmazonBasics bed frames and mattress foundations.
The launch will surely catch the attention of US mattress giants, DNVB mattress brands, and mattress retailers. Amazon has launched over 120 private label brands to date, with AmazonBasics being one of the broadest.
“We want to provide the widest selection possible for customers, and products from our brands help add to that assortment and offer more high quality products for them to shop from at a great value,” an Amazon spokesperson told us when reached for comment.
Entrenched mattress industry leaders like Tempur Sealy and Serta Simmons have offered brands like Tempur-Pedic, Stearns & Foster, Serta and Beautyrest for decades. Over recent years, startups like Casper, Tuft & Needle, Purple, Leesa, Nectar, Helix, and Saatva have gone direct to consumer. Just last month, Serta Simmons agreed to merge with T&N. Sealy has also launched its own direct to consumer brand called Cocoon.
Amazon’s entry into the market could add pressure to both manufacturers as well as large US mattress retailers like Mattress Firm, Rooms To Go, Mattress Warehouse, Ashley Homestore, Haverty’s, Ikea, and Macy’s.
The AmazonBasics mattress’s prices are substantially lower than comparable products from other brands, so we will keep an eye on reviews over the coming days and weeks to see how much customers are satisfied with their quality and value.
As always, stay tuned to TJI for the latest as we continue to track Amazon’s private label efforts.
Updated with comment from Amazon.