Amazon has restructured its grocery private label portfolio by merging Amazon Fresh and Happy Belly into a single brand, Amazon Grocery. The new label introduces more than 1,000 products, largely priced below $5, covering categories such as dairy, meat, seafood, fruit, vegetables, baking ingredients, pantry staples, snacks, and beverages.
The rollout includes a first wave of new products such as cinnamon rolls, pizza dough, bottled water, and lemonade. Frozen meals, pie fillings, granola, cakes, deli meats, canned bean,s and frozen vegetables are set to follow. Packaging has been redesigned for clarity and consistency across the expanded range.
The launch comes after Amazon reported a 15% increase in sales of private label grocery items in 2024 across Amazon.com, Whole Foods Market, and Amazon Fresh. The company has also broadened its value-driven portfolio with Amazon Saver, introduced in 2024, which offers basics such as crackers, cookies, deli meat,s and condiments at budget prices. Other existing lines include Aplenty, launched in 2021, which specialises in snacks and pantry items.
The move strengthens Amazon’s presence in low-cost grocery lines, positioning Amazon Grocery as a direct competitor to established supermarket own-label ranges in the US market.