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.

Prime members can now enjoy unlimited grocery deliveries for orders exceeding $35 from a variety of stores accessible through Amazon, including Whole Foods Market, Amazon Fresh, and local grocery and specialty retailers like Save Mart, Bartell Drugs, Rite Aid, and Pet Food Express.

Added to this, customers enrolled in the government’s Supplemental Nutrition Assistance Program (SNAP) can benefit from the same delivery perks at a reduced monthly fee of $4.99. 

No Prime membership is required for EBT users and all subscribers will receive a complimentary 30-day trial period before committing to the monthly fee. 

The subscription also gives one-hour delivery windows at no additional charge, unlimited 30-minute pickups for orders of any size, and priority access to recurring reservations for weekly grocery deliveries.

Available in over 3,500 cities and towns across the United States, the subscription provides convenient grocery delivery options to a large customer base. 

This launch follows a successful pilot program conducted last year in Denver, Colorado, Sacramento, California, and Columbus, Ohio.

Amazon’s move into the grocery delivery subscription market competes with Walmart Plus and Target. Walmart Plus offers similar subscription plans at $12.95 per month or $98 annually, with both options requiring a minimum order value of $35 for free delivery. Target also offers a free grocery delivery service with a yearly membership fee of $99.

The subscription service provides a convenient and affordable way for customers to access a wide variety of groceries, including those from Whole Foods Market, a popular destination for organic and specialty food items. 

The one-hour delivery windows and unlimited pickup options further enhance the customer experience by providing flexibility and speed.

Extending the subscription service to EBT users at a discounted rate, Amazon is making grocery delivery accessible to a broader range of consumers. This approach could potentially increase customer loyalty and further strengthen Amazon’s online grocery delivery.