A major advantage Amazon has over traditional retailers is that it will sell anything from anywhere, in fact it seems to prefer no-name brands from random Chinese factories over more established brands. Go try to buy power tools from Home Depot. It's Ryobi, Bosch, DeWalt, Craftsman, Makita, etc. Amazon has a ton of random brands at prices 30-60% less. The same holds true in many, many categories of goods. Camping gear. Lighting. Cookware. Surely some of these goods are inferior -- but given how much manufacturing has moved to China, some are just as good as name brand items. I think most retailers are overestimating the importance of familiar brands vs bottom line price.