Amazon has announced the launch of Amazon Grocery, a new private label brand that consolidates products from its Amazon Fresh and Happy Belly lines. The brand features over 1,000 food items, most priced under $5, and is available on both Amazon.com and in Amazon Fresh stores.
"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 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."
The company reports an increase in customer purchases of its private-label brands by 15% in 2024 compared to the previous year. This growth includes sales across Amazon.com, Whole Foods Market, and Amazon Fresh platforms. The expansion of private label offerings covers a wide range of categories such as groceries, home goods, fashion, beauty products, personal care items, and baby products.
The new assortment includes staples like cage-free eggs, Caesar salad with chicken, bagels, honey, shredded parmesan cheese, ground beef, turkey breast, potatoes, carrots, rice, and brownies. New additions for the launch include bakery cinnamon rolls with icing, refrigerated pizza dough, bottled spring water, and lemonade. The company plans to introduce more products soon such as frozen pasta meals and expanded selections of deli meats and vegetables.
Amazon has updated its packaging for the new line to feature modern design elements aimed at making it easier for shoppers to identify budget-friendly options. Packaging changes also aim to reduce plastic use; for example, packaging for apples now uses 50% less plastic than before. Nutrition information is displayed clearly to help customers make informed choices.
Amazon offers a broad selection of grocery products through various channels including national brands as well as its own private labels like Amazon Saver and 365 by Whole Foods Market. The company states that this approach is designed to provide value across different price points.
Amazon Grocery products are now available online at Amazon.com as well as through Amazon Fresh stores nationwide. Availability may vary by location.
"Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations...are some of the things pioneered by Amazon," according to information provided by the company.