Amazon has launched a portfolio of low price consumer electronic accessories under its own AmazonBasics brand.

At this time, the range includes audio video cables and blank DVD media, with more accessories and items to be added over the next few months.

The AmazonBasics brand is currently only available in the US but the company plans to introduce it to international sites over the coming months.

“We saw an opportunity to create a line of consumer electronics basics that combine quality and low prices for an overall focus on value,” said Amazon’s vice president of consumer electronics, Paul Ryder.

“We drew on our history of developing other private-label brands and combined that with our mission to give customers the ultimate in selection and value. AmazonBasics is the result. We will continue to gather input from customers and evaluate opportunities for new products under the AmazonBasics brand.

"We aim to offer our customers as wide a selection as possible, and we think AmazonBasics makes a great addition to the brands we already carry.”

It has been noted that, like many other own brands, AmazonBasics sources its products from the same manufacturers as many of the vendors that retail through Amazon. Whether this will cause conflict in future remains to be seen.