Amazon has launched Amazon Grocery, a private label brand featuring more than 1,000 food items rated four stars or above.
The brand unites Amazon’s customer favorite Amazon Fresh and Happy Belly brands into one grocery essentials collection, available at Amazon Fresh stores and Amazon.com. Items range from milk, olive oil and fresh produce to meat and seafood, with most priced under $5.
“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, VP of Amazon Worldwide Grocery Stores and CEO at Whole Foods Market.
“During a time when consumers are particularly price-conscious, Amazon Grocery delivers more than 1,000 quality grocery items across all categories that don’t compromise on quality or taste – from fresh food items to crave-worthy snacks and pantry essentials – all at low, competitive prices that help customers stretch their grocery budgets further.”
Amazon said its private-label brands continue to gain momentum, with customers buying 15 percent more of them in 2024 compared to the previous year across Amazon.com, Whole Foods Market and Amazon Fresh.
The Amazon Grocery assortment spans fresh produce, dairy, meat, seafood, pantry staples and baking essentials, snacks and beverages.
To mark the launch, the company also is introducing a variety of new items such as bakery cinnamon rolls with icing, refrigerated pizza dough, bottled spring water and refrigerated lemonade.
In the coming months, customers can expect more variety, including frozen pasta meals, pie fillings, granola and sliced loaf cakes, as well as expanded selections of deli meats, canned beans and frozen vegetables.
With sustainability in mind, Amazon Grocery packaging reduces plastic use, as seen in bags for apples that uses 50 percent less plastic. The brand’s packaging also emphasizes transparency with nutrition information and simple ingredient callouts.
[RELATED: Amazon Adds Perishable Groceries For Same-Day Delivery]