Amazon has launched Amazon Grocery, a new private-label line that brings together its existing Amazon Fresh and Happy Belly products into a single collection.
The range, already live online and in Amazon Fresh stores, features more than 1,000 everyday food items, most priced under $5.
Amazon will now compete directly against Walmart’s Great Value and Target’s Favourite Day, two long-standing leaders in the American private-label grocery space. In consolidating its brands, Amazon is focusing on scale, variety, and price to win over cost-conscious shoppers.
Jason Buechel, vice president of Amazon Worldwide Grocery Stores and CEO at Whole Foods Market, said: “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. 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.”
Value-Driven Shopping
Amazon’s private-label sales have been gaining ground. In 2024 alone, shoppers bought 15% more private-brand products across Amazon.com, Whole Foods Market, and Amazon Fresh compared to the previous year. This growth reveals that customers are not only seeking national labels but also trusting cheaper alternatives that still carry strong ratings.
The Amazon Grocery line includes customer favourites like cage-free eggs, Caesar salad with chicken, parmesan cheese, ground beef, and long-grain jasmine rice. At the same time, the company is widening its choice with new products such as bakery cinnamon rolls, refrigerated pizza dough, bottled spring water, and lemonade.
More additions are planned in the coming months, including frozen pasta meals, pie fillings, granola, loaf cakes, deli meats, canned beans, and vegetables.
Beyond Pricing: Packaging and Sustainability
Packaging has also been reworked. The new design highlights simpler ingredient lists, clear nutritional information, and a cleaner look to help shoppers make quick, informed choices. Amazon says the update reduces plastic use by half in some items, such as its apple packaging, an adjustment that brings the company closer to its wider sustainability goals.
Expanding Reach through Delivery
Alongside the brand launch, Amazon has been boosting its same-day delivery service. By September 2025, perishable groceries became available for same-day fulfilment in over 1,000 U.S. cities, allowing shoppers to order fresh food together with household goods, electronics, and more.
Amazon is rethinking private-label strategies under inflationary stress. In embedding groceries into its wider e-commerce ecosystem, covering fashion, tech, home, and personal care, Amazon is working to become a one-stop lifestyle platform, pushing harder into categories where traditional supermarkets still maintain an edge.
