Dive Brief:

• Amazon has quietly joined in the ongoing disruption of mattress sales with a new AmazonBasics private label option. The offering was noted over the weekend by TJI Research, a service launched last month that tracks the business of Amazon.

• Amazon's AmazonBasics Memory Foam Mattress at press time had two recent "Vine" reviews, which Amazon notes on its website "are from trusted reviewers on Amazon to post opinions about new and pre-release items." The mattress comes in twin, full, queen, king and California king sizes, starting at $130 for the thinnest twin.

• Amazon didn't immediately return Retail Dive's request for more information.

Dive Insight:

For a while now, Amazon has been selling foam mattresses from a number of brands (including Tuft & Needle, which was recently acquired by Serta Simmons), along with its own AmazonBasics mattress toppers and pads. It was probably only a matter of time that, armed with whatever insights it gleaned from those sales and its own observation of the crowded market, Amazon would add its own mattresses to that list.

Newcomers to the mattress sector, which include online players Casper, Leesa, Yogabed and Purple, among others, tout material innovations that they say make their mattresses superior to traditional ones. They've also simplified assortments and sales pitches, creating fresh competition for more traditional players in the space.

One thing missing from Amazon's offer is the ability to try out the mattresses in person, which is something increasingly available even to the newer brands as they forge tie-ups with traditional retail.

In June, Purple expanded its partnership with Mattress Firm. Target recently began selling bedding from Casper, and it also invested in the company after reportedly almost buying it outright for $1 billion. Williams-Sonoma brands West Elm and Pottery Barn have also partnered up with Leesa Sleep. In February, Casper opened its own first standalone store and it now has plans for 200 locations across the country.