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Amazon Enters Bed Market With Low-Cost Basic Foam Mattress

  • Online retailer introduces private-label mattress for $130
  • Move follows Target and Walmart, challenges Casper expansion
Inside An Amazon.com Fulfillment Center As Company Holds Giant Job Fairs
Photographer: Jim Young/Bloomberg

Amazon.com Inc. is taking a stab at the mattress business, joining the competition against startups such as bed-in-a-box pioneer Casper Sleep Inc. and retail rivals including Walmart Inc.

The AmazonBasics foam mattress, starting at $130, was spotted Friday by TJI Research, which monitors the e-commerce giant’s growing list of more than 120 private label products, including kitchen goods, batteries, clothing and electronics accessories. Amazon’s furniture brands already included bed frames and bedding, but this is the first Amazon-branded mattress, according to TJI. It’s the latest example of the company selling a product that will compete with merchants and retail partners on the site.