On Wednesday, Amazon announced the debut of Amazon Grocery, a new private label brand that offers a variety of grocery items. The brand offers everything from milk and olive oil to fresh produce, meat and seafood. Amazon Fresh Grocery items are available online and in Amazon Fresh Stores.
The new label combines Amazon’s fresh, happy belly lines into one grocery essential collection, says Amazon.
“At a time when consumers are particularly price sensitive, Amazon Grocery offers over 1,000 quality grocery items in all quality categories, from fresh food to snacks and pantry essentials like taste, releases.
The line competes with private label brands from other companies, including Walmart’s big value and target’s favorite days.
According to Amazon, Amazon’s grocery line includes new items such as fresh bakery cinnamon rolls, refrigerated pizza dough and bottled spring water. Over the next few months, Amazon will debut a new frozen pasta meal, a pie filling, granola, sliced pancakes, and an expansion of its selection of deli meats.
It’s worth noting that this isn’t the first time Amazon has launched a price-sensitive brand. The company launched the Amazon Saver brand last year, offering budget-friendly staples such as canned products and seasonings at low prices.
Private label brands continue to gain momentum, purchasing 15% of their private label products in 2024 compared to the previous year of Amazon.com, Whole Foods Market and Amazon Fresh.
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Last month, the company announced that shoppers in 1,000 cities across the US can now order perishable groceries through same-day delivery services. The move meant that users could order fresh grocery items, including daily household items, electronics and other items, including agricultural products, dairy products, meat, seafood and baked goods.
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