Amazon undercuts Casper with its own new mattresses

Amazon is now selling its own mattresses, taking a page from Casper's success, CNN Business reports.

A 12-inch full memory foam bed under the AmazonBasics brand costs $220, and it charges $449 for a Rivet memory foam full mattress.

"Mattresses are an ideal category for Amazon to private label," said Cooper Smith, head of Amazon research at the consulting firm Gartner L2. "Brands like Casper and Tuft & Needle have already validated digital as a growing sales channel."

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