• Amazon has released its own brand of AmazonBasics mattress.
  • The prices start as low as $130 for a twin-size bed.
  • It means Amazon now competes with the likes of Casper and Tuft & Needle, as well as the many other startups making foam mattresses that are shipped directly to customers in a box.
  • The new mattress is another example of Amazon creating its own version of a best seller from a third-party merchant on its website.

While Amazon‘s new mattress doesn’t seem complicated, its launch shows why some critics are concerned about the e-commerce giant’s business practices.

The mattress, which starts at $130 for a twin size and is made primarily of foam, was released on September 28, as first spotted by TJI Research. It comes in three depths: eight inches, 10 inches, and 12 inches deep. Sizes twin through California king are available.

The move expands Amazon’s private-label Basics brand, which sells everything from batteries to doggie bags. AmazonBasics was Amazon’s first in-house brand, and it’s one of its most developed, with 120 products.Amazon already sold bedding and furniture including bed frames, but this is the first mattress being sold…