$275 mattress? Serta Simmons’ Tuft & Needle to sell ultra-cheap bed-in-a-box on Amazon

The nation’s largest mattress maker is introducing an ultra-cheap bed-in-a-box mattress sold exclusively on Amazon.

The move illustrates the traditionally store-centric industry’s new attitude toward e-commerce: If you can’t beat ’em, join ’em.

After merging in September, Serta Simmons Bedding and Tuft & Needle are tightening their ties to Amazon, which is aiming for a bigger slice of the mattress business.

The decision escalates competition in the mattress industry’s intensifying fight for customers — a fight that has led to declining prices, store closures and aggressive marketing.

It could also accelerate the industry’s pivot toward digital sales, which now represent about 10 percent to 15 percent of the market, according to industry experts.

The Nod by Tuft & Needle, which comes with free shipping and a 100-day trial period, ranges from $275 for a twin to $395 for a queen to $495 for a king. Like its competitors, which are typically several hundred dollars more, it’s stuffed in a box for delivery to the customer’s home, where it slowly unfolds into its resting shape.

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