Amazon Launches New Private-Label Food Brand In The US

The new range, titled Amazon Grocery, brings the Amazon Fresh and Happy Belly brands under one banner, according to the retailer.

The products will be available on both Amazon.com and in Amazon Fresh stores in the US.

The range includes everything from milk and olive oil to fresh produce, meat and seafood, with most products priced under $5, Amazon noted.

“With Amazon Grocery, we’re simplifying how customers discover and shop our extensive private-label food selection while maintaining the quality and value our customers expect and deserve,” said Jason Buechel, vice-president of Amazon Worldwide Grocery Stores and chief executive officer of Whole Foods Market.

Amazon Grocery

Amazon Grocery offers fresh produce, dairy, meat, seafood, versatile pantry staples, baking essentials, snacks, and refreshing beverages.

Some of the products in the range include Amazon Grocery cage-free large white eggs, Caesar salad with chicken, everything pre-sliced bagels, golden pure honey, shredded Parmesan cheese, ground beef, oven-roasted turkey breast, russet potatoes, cut and peeled baby carrots, jasmine long-grain rice, and bite-size brownies, among others.

The retailer has also introduced new items, such as fresh bakery cinnamon rolls with decadent icing, refrigerated pizza dough, bottled spring water, and refrigerated lemonade.

In due course, the range will see the addition of new frozen pasta meals, pie fillings, granola, and sliced loaf cakes, as well as expanded selections of deli meats, canned beans, and frozen vegetables.

The packaging of the new range features a modern, clean and distinctive design – with bold, easy-to-read typography, to enable easy identification of the products – and uses 50% less plastic than other, standard packaging.

It also features clear nutritional information and simple ingredient call-outs, ensuring that customers can make informed decisions.

Demand For Private Labels

In 2024, customers purchased 15% more private-brand products compared to the previous year across Amazon.com, Whole Foods Market, and Amazon Fresh, the retailer added.

This trend indicates that customers acknowledge the exceptional value of these products from Amazon, spanning essential categories such as groceries, home goods, fashion, beauty, personal care, and baby products.

Amazon added that it seeks to deliver consistent quality, value, selection and convenience to its customers.