Amazon unites private label grocery brands under new Amazon Grocery brand
Amazon is launching a new private label grocery brand called Amazon Grocery.
The online giant’s new grocery offering combines its Amazon Fresh and Happy Belly brands into one private label grocery essentials assortment, available through both the Amazon.com site and Amazon Fresh high-tech grocery stores. The new Amazon Grocery brand features more than 1,000 food items rated four stars or above by Amazon customers in categories such as milk, olive oil, fresh produce, meat and seafood.
Most products are priced under $5, with availability that may vary online and in-store. Packaging features what the retailer calls a “modern, clean and distinctive” design with bold, easy-to-read typography. It also reduces plastic usage by up to 50% and is designed to offer clear nutrition information and simple ingredient callouts.
Amazon is introducing a variety of new items as part of the Amazon Grocery launch, such as fresh bakery cinnamon rolls with icing, refrigerated pizza dough, bottled spring water, and refrigerated lemonade. In the coming months, additional new private label product rollouts will include frozen pasta meals, pie fillings, granola, and sliced loaf cakes; as well as expanded selections of deli meats, canned beans, and frozen vegetables.
The rollout of Amazon Grocery follows the September 2024 launch of Amazon Saver, which it calls a “no-frills” grocery essentials brand with most items priced less than $5.
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The Amazon Saver assortment, which includes products such as crackers, cookies, canned fruit and condiments, is available on Amazon.com and at Amazon Fresh online and in store.
Customers purchased 15% more private-brand products in 2024 compared to the previous year across Amazon.com, Whole Foods Market, and Amazon Fresh, according to Amazon. However, recent Numerator analysis indicates only 2% of Amazon’s sales volume is attributable to private labels.
"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, VP of Amazon worldwide grocery stores and CEO at Whole Foods Market. "During a time when consumers are particularly price-conscious, Amazon Grocery delivers more than 1,000 quality grocery items across all categories that don't compromise on quality or taste – from fresh food items to crave-worthy snacks and pantry essentials – all at low, competitive prices that help customers stretch their grocery budgets further."
Discount grocery chain Aldi also recently unveiled its largest private label branding and packaging refresh to date. The initiative included the introduction of the first-ever Aldi namesake private label brand, as well as the addition of “an Aldi original” endorsement to the packaging of all other private label brands it sells.
