atlas and cmc are almost identical, relays, wiring and actuator. Even the plate itself is VERY similar. I recommend replacing the relay and a lot of the wiring with an atv winch contactor. The contactor doesn't fail and the wiring is greatly simplified. The relays-do (all of them). CMC/Atlas changed the relays up in the last few years and they are supposedly better quality-and they are-but "better" means that they're still gonna fail at some point, after a year in duck hunting flooded timber vs the old relays which one was very lucky to get a month out of. When they fail, it either stays stuck "up" or stuck "down", so if you are out on the water, tilt up, and the down relay dies, you're up a creek unless you've got a spare relay or know how to swap them to get 'em to work. I've never seen a relay pack (CMC/atlas) that did NOT fail. They ALL do. When I'm pricing out an install at work, I always price out the contactor and a little labor to change it over; as it's a better deal in the long run. Sometimes folks don't understand that (hey it's brand new it outta work?)--but they also don't see as many as I do. The options (in my case and example here) are (1) pay a little more up front or (2) pay more later on + downtime + frustration.
Bobs is a little better quality for sure than atlas and cmc; but I have little experience with the wiring that comes with the kit.
atlas and cmc do not send bolts; been a while since I put a bob's unit on-don't remember if they do or not. So if you choose atlas or cms, make sure you pick up a set of bolts to hold the unit to the transom.