Amazon Debuts New ‘Grocery’ Private Label Line

There’s no doubt private label products are increasingly capturing market share in grocery and leaning into premium, better-for-you realms. Just see Walmart’s pledge to remove artificial dyes from its Great Value brand or Aldi’s private label overhaul as the latest evidence.

Today, Amazon dug deeper into the segment as well, merging two of its in-house brands – Amazon Fresh and Happy Belly – under “one cohesive grocery essentials collection” bearing the new moniker Amazon Grocery. The new private label line comprises over 1,000 items and makes its debut just a year after the mass merchant behemoth first unveiled its “no frills” Amazon Saver brand.

“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,” said Jason Buechel, VP of Amazon Worldwide Grocery Stores and Whole Foods Market CEO.

The brand encompasses nearly all aisles of the store, from pantry staples like olive oil, canned beans, peanut butter and flour to fresh food such as cage-free eggs and caesar salad with chicken, ground beef and more. According to Amazon, the brand features items that consumers have previously ranked “4 stars or above” and most of the offerings will be priced at under $5.

“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,” Buechel continued.

Amazon Grocery will also see the introduction of new offerings such as fresh bakery cinnamon rolls and refrigerated pizza dough. New products will continue to be added in the coming months, Amazon said, including frozen pasta meals, deli meats, pie filling and frozen vegetables.

In addition to the wide selection, Amazon highlighted the new brand’s focus on sustainability, with packaging featuring reduced plastic contents, as well as the front of pack designs, which contain “clear nutrition information and simple ingredient callouts, ensuring customers can make health-informed decisions.”

The products will be available on Amazon’s ecommerce site as well as in Amazon Fresh stores. Private label products continue to gain share in Amazon-owned stores, the company emphasized, noting that consumers purchased 15% more store brands available across mazon.com, Whole Foods Market, and Amazon Fresh in 2024 compared to the year before.

The rollout also comes 10 months after Buechel assumed full control of Amazon’s grocery business, a promotion that elevated him from CEO of Whole Foods to VP of Amazon Worldwide Grocery Stores. Per today’s announcement, Amazon Grocery complements the retailer’s “comprehensive private label portfolio” including both Amazon Saver and 365 by Whole Foods Market.