Amazon also has also created a number of "private label" brands for furniture, tools and other items, such as Pizon, Strathwood, and Denali.

http://www.amazonstrategies.com/2009/06/holy-private-labels-...

According to that article, these 4 brands offer about 1200 items. Smart move -- like Kirkland at Costco. Keeps them highly price-competitive.

Link to sources:

http://www.amazon.com/b?ie=UTF8&node=1267157011

http://phx.corporate-ir.net/phoenix.zhtml?c=176060&p=iro...

Geek Squad 6' USB A/B cable: $36.99 AmazonBasics 6' USB A/B cable: $6.77

Glad to see someone big undercutting Best Buy's outrageous prices.

As someone who resides not in United States, Puerto Rico, Canada, China or England, I must say that Geek Squad seems sort of an unnecessary and forced invention. It's no surprise that their prices are so high as they have various costly conventions and vehicles, "Geekmobile" being an example.

Amazon has ready competition (Newegg) waiting for it in this area. But of-course newegg should be worried right now.

Newegg certainly and Monoprice (monoprice.com) as well.

When they can offer pricing and quality that competes with Monoprice, I'll be waiting there with my credit card. :-)