Amazon announced on Wednesday the debut of Amazon Grocery, a new private-label brand offering a wide range of grocery items. Most products from the brand are priced under five dollars. The selection includes everything from milk and olive oil to fresh produce, meat, and seafood. These Amazon Grocery items will be available for purchase online and at Amazon Fresh stores.
This new label combines the Amazon Fresh and Happy Belly product lines into a single grocery essentials collection. The company stated that during a time when consumers are particularly price-conscious, Amazon Grocery delivers more than one thousand quality items across all categories. The line includes fresh food, snacks, and pantry essentials, all at low, competitive prices designed to help customers stretch their grocery budgets further.
The line will compete with other private label brands from companies like Walmart’s Great Value and Target’s Favorite Day. New items in the Amazon Grocery line include fresh bakery cinnamon rolls, refrigerated pizza dough, and bottled spring water. In the coming months, Amazon plans to debut new frozen pasta meals, pie fillings, granola, sliced loaf cakes, and expanded selections of deli meat.
This is not the first time Amazon has rolled out a price-conscious brand. The company launched its Amazon Saver brand last year to offer budget-friendly staples like canned goods and condiments. Amazon says its private-label brands continue to gain momentum, with customers purchasing fifteen percent more private-brand products in 2024 compared to the previous year across Amazon.com, Whole Foods Market, and Amazon Fresh.
Last month, the company announced that it was allowing shoppers in one thousand cities across the United States to order perishable food items through its Same-Day Delivery service. This move enabled users to order fresh grocery items, including produce, dairy, meat, seafood, and baked goods, alongside everyday household products and electronics.