Amazon has introduced a revamped private-label brand named Amazon Grocery, merging popular offerings from Amazon Fresh and Happy Belly into a comprehensive collection of everyday essentials.
The company said Wednesday that this new range features more than 1,000 products, spanning from staple items like milk to fresh produce, meat, and seafood. Most of the items are priced below $5, according to Amazon.
With American shoppers focusing more on value in the current climate, Jason Buechel, vice president of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market, stated the launch aims to simplify the shopping experience, offering both quality and affordability.
Amazon Grocery’s offerings cross multiple categories, including cage-free eggs, pre-sliced bagels, shredded Parmesan, baby carrots, and ground beef. The company noted that the majority of products have earned 4-star or higher ratings from customers.
To mark the debut, Amazon is adding new selections such as fresh-baked cinnamon rolls, refrigerated pizza dough, and bottled spring water. Future releases in the coming months are set to include frozen pasta meals, pie fillings, granola, and more frozen vegetables, according to the announcement.
In a nod to sustainability, the new brand features packaging designed to use less plastic and incorporates a contemporary aesthetic with bold, clean lettering, as detailed by Amazon.
The unified grocery brand follows robust performance last year, as Amazon’s private-label sales grew 15% in 2024, strengthening its position across grocery, household goods, and apparel categories.
