A few weeks ago, Dave Ambrose tweeted out the above image showing an Away suitcase and an Amazon Basics replica side-by-side. The Away bag costs $295 and the Amazon Basics one is $89.99. Away is one of the current darlings of the direct to consumer boom, and Amazon is, well, Amazon. There are many consumer goods categories that are commodity driven. This happens if 1) the products themselves are commodities; or 2) if no brand “owns” the space as a result of fragmentation and price pressure. Socks, underwear, luggage, bedding, razors and many other products existed in categories where price drove many purchasing decisions.

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