Peak Design, a maker of fine bags and accessories, has a problem: Amazon appears to have copied its popular bag, the $99.95 Everyday Sling, with its own $32.99 Amazon Basics Camera Bag. It was even called Everyday Sling until Peak Design’s video. Rather than do anything drastic, yet, Peak Design decided to make a video about what customers “gain” by purchasing Amazon’s version.
The video presents Peak’s case clearly: the bags are similarly shaped, with pockets, labels, and straps in the exact same places. As someone unfamiliar with Peak Design’s bags, if I wasn’t paying attention or didn’t read “Peak Design” on the label, I’d probably mix them up.
Peak presents all of this humorously, but the evidence is surprisingly blatant, which makes Amazon’s apparent decision to change its Amazon Basics version from “Everyday Sling” to “Amazon Basics Camera Bag” all the more suspicious. There’s even evidence: “Everyday Sling” is still in the URL for the “Camera Bag.”
Peak Design isn’t the first smaller company to try to stand up to Amazon. When Allbirds discovered Amazon was selling what looked like a pretty obvious Allbirds clone, the company’s CEO wrote a Medium post criticizing Amazon, even though he claimed he was “flattered” by the similarities between the shoes. Amazon’s copying hasn’t stopped there. The company’s also been accused of cloning car trunk organizers and seat cushions.