Amazon. com, which till now used to be visited by users for deals on products from companies ranging from Apple Inc. to Zenith Electronics Corp, desires shoppers to look into products that carry Amazon's own brand name.

It has appeared that Seattle-based Amazon. com Inc. will start selling a line of electronics accessories, including audio and video cables, computer networking cables and blank DVDs, and dubbed AmazonBasics, this weekend.

Though the price details will not be divulged by Amazon before the launch, Paul Ryder, vice president of consumer electronics, said that the price of the items would be more reasonable than similar products on the site.

It should be noted that apart from a variety of products under private label brands, Amazon already sells its Kindle electronic reading device. In addition, a line of outdoor furniture, dubbed Strathwood, and home and garden items that imbibe the Pinzon name are offered by it.

Ryder said: "In choosing the name AmazonBasics, the company hopes customers will associate it with high-quality, low-price items.