Amazon uses Whole Foods to bolster its private-label portfolio

Amazon is wasting no time in leveraging its ownership of Whole Foods Market.



Amazon Fresh has made “hundreds" of new items from Whole Foods' house brands available online. Merchandise includes fancier fare and bath products from Whole Foods Market, staples from 365 Everyday Value, and pet foods from Whole Paws, according to CNBC.



The swift addition of the natural grocer’s lines significantly bolster Amazon’s increasingly aggressive expansion into private-label categories. The company already features 19 company-owned brands, all exclusively available on Amazon. These lines span men’s, women’s and children’s apparel, men’s shoes, cosmetics, tools, tech accessories, fresh and frozen food, lingerie and underwear, baby goods, consumer goods, linens, spare parts and furniture.



The portfolio will soon increase further, based on at least 10 more trademarks in the works. These include household goods, leather goods, handbags, baby products, car products, makeup, motor homes and music services.