- Amazon combines Fresh and Happy Belly into new Amazon Grocery brand.
- Over 1,000 products priced mostly under $5, competing with Walmart and Target.
- Private-label food sales on Amazon grew 15% in 2024, boosting momentum.
Amazon is expanding its grocery ambitions with the launch of Amazon Grocery, a new private-label brand offering more than 1,000 everyday food items at competitive prices. The move combines Amazon Fresh and Happy Belly products into a single line, aiming to give budget-conscious shoppers a wider variety of options without sacrificing quality.
Consolidating Grocery Brands Into One Line
The new brand will be available both online and at Amazon Fresh stores, streamlining Amazon’s private-label offerings into one collection. Products range from basics like milk, olive oil, and fresh produce to specialty items such as seafood and bakery goods. Amazon says most items are priced under $5, putting them in direct competition with Walmart’s Great Value and Target’s Favorite Day labels.
Expanding Beyond Pantry Staples
Amazon isn’t just sticking to basics. The company highlighted new items such as fresh bakery cinnamon rolls, pizza dough, and bottled spring water. In the coming months, customers can expect frozen pasta meals, pie fillings, sliced loaf cakes, and an expanded deli selection. The rollout builds on the success of last year’s “Amazon Saver” brand, which focused on budget-friendly canned goods and condiments.
Private Labels Gain Traction
According to Amazon, sales of its private-label brands jumped 15% in 2024 compared to the previous year, signaling growing consumer trust in Amazon’s food products. The company has also been expanding its grocery delivery footprint, with fresh and perishable items now available through its Same-Day Delivery service in over 1,000 U.S. cities.
Amazon’s strategy reflects broader retail trends, where private-label grocery brands have become a powerful way to attract loyal, price-sensitive shoppers. By consolidating its food offerings under Amazon Grocery, the company is positioning itself as a stronger competitor in a market increasingly defined by affordability and convenience.
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With Amazon Grocery, the e-commerce giant is signaling that it wants a bigger slice of the grocery market—one that keeps prices low while broadening choices. For households feeling the pinch of rising costs, Amazon’s push into value-driven groceries could not come at a better time.
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