Amazon recently entered new territory for its private label program by introducing its first-ever mattress to the lineup. The AmazonBasics foam mattress ranges in price from $130 to $330, depending on size. 

AmazonBasics is Amazon's first and most developed private label, with a growing list of items that had already included bedding. Amazon also added steel bed frames and bed foundations a few months prior. (Learn more about Amazon's private label in the retailer's profile.)

The mattress addition follows ithe path blazed by direct-to-consumer startups like Casper (which has formed a partnership with Target) and Leesa, which have made stuffing mattresses into boxes that are delivered by mail a commonplace occurrence. 

Walmart also introduced its own bedding and mattress brand, Allswell, in February.