New York Times with its typical anti-capitalist spin. Amazon Basics doesn't sell because its Amazon or they used ‘Data That No One Else Has', it is simply the same product at a cheaper price.

The same is true at Kirkland at Costco, Great Value at Walmart and Signature at Safeway/Albertsons. You can buy Signature batteries at Safeway. Brands clearly add a brand tax which is unjustified. They have larger distribution/scale than store brands, yet they charge more. Market forces are driving prices down and that is a good thing.