AMD wants to go directly to customers with their DDR3 memory products, and has partnered with two well known companies in its effort. Presenting a more polished AMD memory module lineup. The first ones (pictured in the link above) looked not much more than bare, generic-looking DDR3 modules with Radeon logo stickers.
The new ones look better designed for customers, since good product design pays heavily in the retail channel. The new modules use black colored PCBs, metal heatspreaders, and red colored full-length stickers. A confirmation that these products are headed to the retail channel is the box. OEMs don't buy memory modules in boxes, they buy them in trays. AMD has a nice-looking product box design with a carbon-fiber pattern and appropriate branding.
What does AMD-branded memory bring to the table that most other brands don't? To begin with, AMD claims that they will be rock-stable with AMD processor platforms. Next, they lack Intel XMP profiles, and instead use either high-spec JEDEC profiles, or AMD Black Edition profiles to achieve high DRAM speeds. AMD memory modules are designed to work with AMD Overdrive software to allow fine-tuning of various memory parameters such as clock speeds, voltages, and timings. Also featured are high-speed data transfer based on 8n-prefetch pipelined architecture, Bi-directional differential data strobe (DQS and /DQS), DLL aligns DQ and DQS transitions with CK transitions, and Internal self-calibration.