Amazon Launches Amazon Grocery Private-Label

Amazon launched Amazon Grocery, a private-label food brand that consolidates its Amazon Fresh and Happy Belly lines into an assortment of more than 1,000 items sold online and at Amazon Fresh stores. Most products are priced under $5, and many items carry four-star-or-higher ratings. The rollout features refreshed packaging that emphasizes clear nutrition labeling, easier-to-read typography and reduced plastic, and introduces items such as refrigerated pizza dough, fresh cinnamon rolls and refrigerated lemonade, with further additions planned (frozen meals, pie fillings, expanded deli and canned/frozen vegetables). Amazon said the brand is intended to simplify discovery of its private-label grocery selection and help price-conscious shoppers stretch budgets. The company reported roughly a 15% increase in sales of its own branded products in 2024, and said the move is a bid to gain traction in the low-margin grocery market dominated by rivals like Walmart and Costco.