Peak Design has publicly criticized Amazon for “mimicking” its $ 80 Everyday Sling Bag with a look similar to the $ 21 Amazon Basics, laying its firm accusation on the e-commerce giant with a 1.5-minute video titled “A Tale. of Two Slings “.
Peak Design says this is not the first time allegations have been brought against the Amazon Basics brand, but Peak Design decided to take a light-hearted approach and tries to remind shoppers that “you get what you pay for.”
Amazon has a history of hunting down popular products on its platform and making its own line of cheaper products that look and perform almost identically in an attempt to hijack some of those sales. An important example was when Amazon copied the design from shoe maker Allbirds. Allbirds, like Peak Design, have a strong sustainability backbone that is generally ignored by Amazon Basics brand products.
Joey Zwillinger, co-founder and co-CE of Allbirds, said Fast company that they were less bothered by the design imitation (although they would have preferred not to copy the design at all) but rather how Amazon copied the design without copying green supply chain practices.
“Considering what I know about manufacturing, there is no way I can sell a shoe for so little while taking care of all the environmental and animal welfare considerations and compliance that we take into account,” says Zwillinger. “Amazon is claiming that it wants to be a green company. It should take steps to make its products more sustainable. “
Similarly, Amazon’s blatant imitation of Peak Design at much lower prices likely results in similar cost-cutting methods that ignore much of what makes Peak Design products unique.
“I’d like to think that the buyer of a Peak Design bag over the Amazon Basics bag indicates that they care on a deeper level,” says Peter Dering, CEO of Peak Design. “It could be taking care of the environmental journey we are on. It may be the small details and innovation that make the user happy. Whatever it is, it means something to some people and less to others. For each client, this decision is up to them. “
Peak Design says it could have taken legal action against Amazon, and is still contemplating those avenues, but chose to post the tongue-in-cheek video because it believed a lawsuit would mean less to consumers and employees. Peak design make However, they believe that Amazon has infringed on their intellectual property.
The company likely has a strong case, as Amazon not only copies the design aspects, but also the name of the product: it is called Amazon Basics Everyday Sling.
“For Amazon to put the little trapezoidal patch on your bag to mimic our label is both the highest compliment and a slap in the face,” says Dering. “It deserves something in return, what if that is something we can create to spark more joy in our lives? In the lives of our clients? So heck yeah. Let the cameras film. ”
The original Peak Design Everyday Sling comes with a lifetime warranty and is made from 100% recycled post-consumer materials and approved by Blue Sign. Additionally, Peak Design is a certified B corporation and a founding member of Certified Climate Neutral, which means that Everyday Sling is a responsibly manufactured carbon neutral product. The company hopes that the corners cut by Amazon to make its knockoff bag will be important enough to consumers to steer them away from Amazon Basics and back to the original.