First off, I didn't even know that Amazon was in the business of branding hardware products (Kindle aside). Just like Costco has Kirkland Signatures, looks like Amazon has Amazon Basics.
Either way, 16GB's of class 10 SDHC memory for $18.99 landed is a pretty good deal, the only catch is your order has to be over $25 to get the free shipping. Buy one for you, and one for me. Problem solved.