Amazon launched a new store brand, Amazon Grocery, uniting the omnichannel retailer’s Amazon Fresh and Happy Belly brands and available through both Amazon.com and Amazon Fresh stores.
The new private label brand features more than 1,000 food items “rated four stars or above,” as the retailer puts it, ranging from milk and olive oil to fresh produce, meat and seafood. Most products are less than $5.
"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, vice president of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market, which Amazon owns.
Amazon says its private-label brands are gaining momentum, with customers purchasing 15% more private-brand products in 2024 compared to the previous year across Amazon.com, Whole Foods Market and Amazon Fresh – although its full private label lineup includes home goods, fashion, beauty, personal care and baby products.
With sustainability in mind, the new packaging reduces plastic usage – an example is Amazon Grocery apples, which now use 50% less plastic than previous product packaging. The new packaging also emphasizes transparency with clear nutrition information and simple ingredient callouts, ensuring customers can make health-informed decisions.
About the Author
Dave Fusaro
Editor in Chief
Dave Fusaro has served as editor in chief of Food Processing magazine since 2003. Dave has 30 years experience in food & beverage industry journalism and has won several national ASBPE writing awards for his Food Processing stories. Dave has been interviewed on CNN, quoted in national newspapers and he authored a 200-page market research report on the milk industry. Formerly an award-winning newspaper reporter who specialized in business writing, he holds a BA in journalism from Marquette University. Prior to joining Food Processing, Dave was Editor-In-Chief of Dairy Foods and was Managing Editor of Prepared Foods.