Amazon's Bet On Ubiquity Over Brand Equity

The millennial generation which grew up with on-demand information sees their biggest commodity as time. And time can be saved by utilities, which is why we're starting to see things like voice take off.

Amazon seems to be betting on its role as a utility as a way to push our traditional CPG brands in the consideration set.

If you try to order batteries over Alexa, it's going to sell you Amazon Basics batteries. It's not going to sell you Duracell or Energizer because they're betting that the ease and ubiquity of ordering without ever pulling a phone out of your pocket trumps the value of a multibillion dollar brand and you know what they may be right. I'd rather order from this device versus having to look up a brand, even having to pick up my phone.