Looking for Amazon Basics Kitchen Sponges...

So I was looking for kitchen sponges and I found...other stuff.

More Amazon brands. Seriously, how many of these are they?

The Pinzon home brand is named after Vicente Yañez Pinzón, the Spanish conquistador who discovered the Amazon. Yep, because when I think of home decor I immediately picture Spanish conquistadors.

The Pinzon bed sheets get really good reviews, but check out that third party linen sheet set for $120 bucks.

The 400 count sheets look great, but, according to users, feel rough to the touch.

I don't think I'm ready to give up on the Threshold 400-count from Target, not with those reviews.

Ikea's Punderviva is still cheaper at $90, but the Amazon seller has a larger color selection.

In any case, Amazon Basics has no kitchen sponges. Why not, 'Zon? I could use some plain grey sponges. The Ikea one's are total crap.

Livin' La Vida Prime

Amazon brand research

Some research on the Amazon brands:

Business Insider on the best Amazon Basics tech products (gadget cables make the cut so I'll probably buy some of those).


How Amazon Basics is taking over the world.

How Amazon private brands are gaining market share.

9 best tech items from Amazon Basics (that iPad stand looks cool).

Should you consider Amazon Basics (dog poop bags? really????)?

Best and Worst of Amazon Basics (earphones are bad? boo, but I'll probably try a pair anyway).

A list of all Amazon private brands (I'm decorating a new house now so I'm really interested in Pinzon).

What started it all

This was the item that started it all. My laptop case broke and I logged on to my 'Zon account to buy a new one. I'd already broken my premium brand one (Kate Spade) so I wasn't looking forward to shelling $80 bucks again.

This baby popped up. It was cheap and the unstylish nonpretentiousness of its design was strangely appealing. I liked the little black-and-orange tag. It said branded but also basic. It said I won't break and if I do you can write a nasty e-mail to Jeff Bezos about it. It said I'll do what I'm supposed to with no fuss.

So I bought it, and that's how my Amazon Basics adventure began. (BTW, if you want something more sophisticated, the 'Zon also has this cute gray felt one.)

That was a year ago. When I bought they case there were very few Amazon Basics products. Now there are a ton, plus other brands and lines.

That made me curious. I liked my laptop case, but did they mean I would like the underwear? The computer cables? The dog poop bags?

This strategy seems to be taking over the world. What is that going to feel like?

I decided to find out. Welcome to the Amazon Lifestyle experience.