Let me start be saying I'm sure there are many folks on here far more qualified than me to answer.
I hadn't looked at any kits in a while so I went and took a quick peek at the kits from both. A quick comparison of the AMK Backcountry and Atwater Carey Pro 3.0 did show some differences. (Please don't kill me if I missed some items. I didn't even try to compare bandages!) It looked to me like the only item the Pro 3.0 had over the AMK was the Potable Aqua tabs. The AMK Backcountry had a digital thermometer, scalpel, duct tape, providone iodine, pill vials, Spenco 2nd Skin and aloe vera gel. If someone has more time to compare things PLEASE chime in. I also noticed that the AMK kit is 2 lbs 6 oz and the Pro 3.0 was 3 lbs even. The Pro 3.0 runs $100 and the AMK kit runs $118. If you don't need the additional items you could buy the Pro 3.0 and save 18 bucks but it looks to me like the AMK at least justifies the price difference. The weight difference alone would justify the $18 to some.
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"There is not a man of us who does not at times need a helping hand to be stretched out to him, and then shame upon him who will not stretch out the helping hand to his brother." -Theodore Roosevelt