Amazon launched Amazon Grocery today, a new private label brand consolidating its popular Amazon Fresh and Happy Belly lines into a single, expansive collection of over 1,000 high-quality food products. This new brand offers a wide range of grocery essentials, including fresh produce, dairy, meat, seafood, pantry staples, snacks, and beverages, with most items priced under $5. All products in the Amazon Grocery lineup have earned customer ratings of 4 stars or higher, ensuring quality and value for shoppers.
The introduction of Amazon Grocery comes at a time when consumers are increasingly focused on affordability without sacrificing quality. The brand features customer favorites such as cage-free large white eggs, Caesar salad with chicken, everything pre-sliced bagels, golden pure honey, shredded Parmesan cheese, ground beef, oven-roasted turkey breast, russet potatoes, cut and peeled baby carrots, jasmine long-grain rice, and bite-sized brownies. To mark the launch, Amazon Grocery is rolling out new items, including fresh bakery cinnamon rolls with rich icing, refrigerated pizza dough for homemade meals, bottled spring water, and refrigerated lemonade. In the coming months, the brand will expand further with frozen pasta meals, pie fillings, granola, sliced loaf cakes, deli meats, canned beans, and frozen vegetables.
Amazon’s private label brands have seen significant growth, with a 15% increase in customer purchases of private-label products in 2024 compared to the previous year across Amazon.com, Whole Foods Market, and Amazon Fresh. This surge reflects growing consumer trust in Amazon’s ability to deliver high-quality products at competitive prices across categories like groceries, home goods, fashion, beauty, personal care, and baby products. Amazon Grocery builds on this momentum, offering a streamlined shopping experience with a focus on quality, affordability, and convenience.
The packaging for Amazon Grocery products has been redesigned with a modern, clean aesthetic featuring bold typography for easy identification. Sustainability is a priority, with efforts like reducing plastic usage by 50% in packaging for items like Amazon Grocery apples. The packaging also emphasizes transparency, displaying clear nutrition information and simple ingredient lists to help customers make informed choices.
Amazon Grocery complements Amazon’s broader private label portfolio, which includes budget-friendly essentials from Amazon Saver and natural and organic products from 365 by Whole Foods Market. The brand is available nationwide through Amazon.com and Amazon Fresh online and in physical stores, though product availability may vary. With this launch, Amazon continues to expand its grocery offerings, providing customers with a vast selection of high-quality, affordable products alongside national and specialty brands available through Amazon.com, Amazon Fresh, Whole Foods Market, and local retailers.
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