Additional Coverage:
- Amazon unveils ‘price-conscious’ grocery brand featuring more than 1,000 items nationwide (foxbusiness.com)
Amazon Launches “Amazon Grocery” Brand, Consolidating Private Label Offerings
Amazon announced Wednesday the launch of Amazon Grocery, a new private-label brand designed to streamline its extensive food selection by merging popular items from Amazon Fresh and Happy Belly into a single “grocery essentials” collection.
The retail giant’s latest brand boasts over 1,000 grocery products, spanning everything from milk and olive oil to fresh produce, meat, and seafood. A key focus for consumers will be the pricing, with the majority of items priced under $5. This launch is strategically timed “during a time when consumers are particularly price-conscious,” noted Jason Buechel, Vice President of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market.
“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,” Buechel stated in a press release.
The diverse selection covers a wide range of grocery categories, including cage-free eggs, pre-sliced bagels, shredded Parmesan, baby carrots, and ground beef. According to the company, most products have garnered ratings of four stars or higher from shoppers, indicating consistent customer satisfaction.
To mark the brand’s debut, Amazon is introducing new items such as fresh-baked cinnamon rolls, refrigerated pizza dough, and bottled spring water. The company plans to expand the offerings in the coming months with additions like frozen pasta meals, pie fillings, granola, and more frozen vegetable options.
The new brand’s packaging features a “modern” and “clean” design with bold lettering, also emphasizing reduced plastic usage. This initiative builds on Amazon’s private-label success, as sales across its various proprietary brands, including groceries, household goods, and apparel, climbed 15% in 2024 compared to the previous year.
Amazon Grocery products are now available nationwide through Amazon.com and Amazon Fresh, both online and in physical stores, though product availability may vary by location. This announcement follows a week after the Federal Trade Commission (FTC) revealed that Amazon agreed to a $2.5 billion settlement for a lawsuit alleging it misled customers into paying for Prime subscriptions. Amazon did not immediately respond to a request for comment on the settlement.