Amazon has launched a new private-label food brand, Amazon Grocery, consolidating products from its existing Amazon Fresh and Happy Belly lines into a single collection of more than 1,000 items.
The company says most products in the new lineup are priced under $5, as it targets price-conscious consumers without lowering quality standards. The range spans fresh produce, dairy, meat, seafood, pantry staples, snacks, and beverages, with all items rated at least four stars by customers.
The move comes as Amazon reports a 15% increase in private-label purchases in 2024 compared to the previous year, reflecting growing consumer interest in lower-cost alternatives to national brands.
“During a time when consumers are particularly price-conscious, Amazon Grocery delivers more than 1,000 quality grocery items… all at low, competitive prices,” said Jason Buechel, Vice President of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market.
Popular items include cage-free eggs, salad kits, bagels, rice, ground beef, and brownies. New additions include cinnamon rolls, pizza dough, bottled spring water, and lemonade, with further expansion planned in frozen meals, baked goods, and canned items.
The products are available through Amazon.com and Amazon Fresh, both online and in physical stores.
The updated packaging features simpler design, reduced plastic use, and clearer nutritional labeling, part of Amazon’s broader effort to improve shopping convenience and sustainability.
Amazon says the new brand is part of its broader private-label strategy, which also includes Amazon Saver and 365 by Whole Foods Market.