Amazon on Wednesday announced the launch of Amazon Grocery, a new private-label brand offering more than 1,000 grocery items, most priced under $5. The collection spans fresh produce, meat, seafood, dairy, pantry staples, and snacks, and will be available both online and at Amazon Fresh stores.
The new label unifies the Amazon Fresh and Happy Belly brands under one umbrella to provide customers with affordable everyday essentials.
“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,” said Jason Buechel, Vice President of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market.
The launch puts Amazon in direct competition with other major private-label grocery lines like Walmart’s Great Value and Target’s Favorite Day.
New additions to the brand include fresh bakery cinnamon rolls, refrigerated pizza dough, and bottled spring water. Over the coming months, Amazon plans to expand the lineup with frozen pasta meals, pie fillings, granola, sliced loaf cakes, and more deli meat options.
This isn’t Amazon’s first move into value-focused groceries. Last year, it introduced Amazon Saver, a brand offering budget-friendly staples such as canned goods and condiments.
Amazon says its private-label brands are seeing strong momentum, with customer purchases up 15% year-over-year in 2024 across Amazon.com, Whole Foods Market, and Amazon Fresh.
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In addition, Amazon recently expanded its Same-Day Delivery service to 1,000 U.S. cities, allowing customers to order fresh groceries alongside household products, electronics, and other everyday items.
