Amazon has announced the launch of Amazon Grocery, a new private label offering over 1.000 high-quality food products. The selection includes milk, olive oil, fresh produce, meat, and fish, with most items priced under $5, offering competitive value.
The new brand is born from the union of two brands already known and appreciated by customers, Amazon Fresh e Happy Belly, in a single line of everyday grocery essentials, available both on Amazon.com and at Amazon Fresh stores.
“With Amazon Grocery, we’re simplifying how customers discover and shop our private label groceries, ensuring quality and convenience,” said Jason Buechel, Vice President of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market.
The line includes iconic products such as free-range eggs, ready-to-eat salads, sliced bagels, honey, grated Parmesan cheese, ground beef, roast turkey, russet potatoes, baby carrots, jasmine rice, and single-serving desserts.
For the launch, Amazon is also introducing new products such as baked cinnamon rolls, refrigerated pizza dough, mineral water, and fresh lemonade, as well as upcoming frozen ready meals, cakes, granola, and frozen vegetables. The company has also updated its packaging, with a modern design and clear typography to make shopping easier and reduce plastic use (for example, by 50% for apple packaging).
Amazon Grocery joins a broader private label portfolio, including Amazon Saver and 365 by Whole Foods Market, reinforcing the company's strategy of offering value, quality, and transparency at competitive prices.
