Table of Contents
Amazon Launches New Value-Focused Private Label Food Brand
Dive Brief:
- Amazon has recently unveiled a new private label food brand called Amazon Grocery, offering quality products at affordable prices.
- This new brand replaces Amazon Fresh and Happy Belly, and most products under Amazon Grocery will be priced at $5 or less.
- The introduction of Amazon Grocery is part of Amazon’s strategy to streamline its private label offerings and provide customers with a more cohesive shopping experience.
Dive Insight:
Amazon’s latest move to launch Amazon Grocery aims to simplify the shopping experience for customers looking for budget-friendly options in the grocery category.
Amazon Grocery features over 1,000 items, including dairy products, fresh produce, snacks, meat, and seafood, available both online and in Amazon Fresh supermarkets.
The brand offers a variety of new products, such as fresh cinnamon rolls, refrigerated lemonade, and pizza dough, with plans to expand its selection to include frozen pasta meals, pie fillings, deli meats, frozen vegetables, and canned beans.
In addition to product expansion, Amazon has also focused on improving packaging for Amazon Grocery items, emphasizing clear nutrition information, reduced plastic usage, and easy-to-read labels.
Jason Buechel, vice president of Amazon Worldwide Grocery Stores, highlighted the company’s commitment to delivering quality and value through Amazon Grocery.
Aside from Amazon Grocery, Amazon’s private label grocery business has seen significant growth, with a 15% increase in house brand purchases compared to the previous year.
To further enhance its grocery offerings, Amazon has introduced initiatives like same-day delivery of perishable foods and emphasized low prices at Amazon Fresh stores.
Amazon’s efforts to integrate Whole Foods and other grocery operations aim to strengthen its position in the competitive grocery market, with Buechel leading the charge in overseeing all grocery retail operations.