Amazon Expands Private-Label Grocery Line with New Brand, Amazon Grocery

Amazon has rebranded its private food labels under the new brand Amazon Grocery, following a 15% increase in company-branded products sold. The new brand offers items such as cinnamon rolls and lemonade at under $5, and is sold online and at Amazon Fresh markets. This move comes as other food companies try to reach consumers looking for ways to save on food, with many shifting to private-label brands.

Amazon has rebranded its private food labels under the new brand Amazon Grocery, following a 15% increase in company-branded products sold in 2024 Inside Amazon’s New Private Label Grocery Line — From Staples to Sweets^[1]. The new brand, which unites Amazon Fresh and Happy Belly brands, offers a wide range of grocery essentials, including cinnamon rolls and lemonade, priced under $5. These items are available for purchase online at Amazon.com and at Amazon Fresh markets.

The launch of Amazon Grocery comes at a time when consumers are increasingly looking for ways to save on food expenses. According to Amazon, customers are recognizing the value of private-label products, leading to a 15% increase in purchases of these items across Amazon.com, Whole Foods Market, and Amazon Fresh Introducing Amazon Grocery: A New Private Label Food Brand From Amazon Offering Quality Products at Everyday Low Prices^[2]. This growth reflects a broader trend in the industry, where many food companies are shifting to private-label brands to capture cost-conscious consumers.

The new brand aims to simplify the shopping experience for customers by offering a cohesive collection of high-quality, competitively priced items. The selection includes fresh produce, dairy, meat, seafood, pantry staples, and snacks, with most products rated four stars or higher by thousands of satisfied customers Inside Amazon’s New Private Label Grocery Line — From Staples to Sweets^[1]. Amazon's approach to grocery is to deliver consistent quality, value, and convenience, making it easier for customers to find and purchase their favorite items.

In addition to customer favorites, Amazon Grocery will introduce new items such as frozen pasta meals, pie fillings, granola, and sliced loaf cakes in the coming months. The new packaging features a modern, clean design with bold typography, enhancing shopping ease and transparency. The packaging also emphasizes sustainability, with reduced plastic usage and clear nutrition information Introducing Amazon Grocery: A New Private Label Food Brand From Amazon Offering Quality Products at Everyday Low Prices^[2].

Amazon's move to launch Amazon Grocery is part of its broader strategy to expand its private label portfolio. The company aims to provide customers with the best value across every price point for a wide range of grocery products. This includes budget-friendly essentials from Amazon Saver and natural and organic items from 365 by Whole Foods Market.

Amazon Grocery products are available now online at Amazon.com and Amazon Fresh online and in stores across the country. Product availability may vary online and in-store, so customers are advised to take note of when and where they find their favorite items to ensure they can restock.