Amazon now has its very own dog food

Amazon’s private label business is going to the dogs — dog food, that is.

The online giant has added to its fast-growing portfolio of private-label lines, which range from clothing to household goods, with a new line of pet food. The new brand, called Wag!, is exclusive to Prime members and features five varieties of dog kibble, with more products to be added. The dog food, available in 5 lb. or 15 lb. bags, ranges in price from $12.99 to $44.99.

The name of the new brand stems from Wag, an e-commerce site previously owned by Quidsi Inc., which Amazon shut down last year after it failed to turn a profit. Quidsi was also the parent company of, and several other shopping sites.

The online giant purchased Quidsi from founder Marc Lore in 2010 for $545 million. (Lore went on to launch, which Walmart purchased for $3.3 billion in 2016. He currently heads up Walmart’s e-commerce operations.)

The online retailer made the move into the pet category in 2016, when it began selling pet beds and carriers under its AmazonBasics brand. Pet carriers generated an estimated $2 million in sales in 2017, and representing 80% growth year-over-year. AmazonBasics pet carriers were also among the top four bestselling pet carriers of 2017, according to One Click Retail’s new report, “Private Brands: Where Will Amazon Go Next?.”