Amazon Has a New Private Label Brand, Amazon Grocery, with Many Items Under $5
Amazon Grocery offers over 1,000 items mostly under $5 to compete with Walmart and Target, boosting private-label product purchases by 15% in 2024, the company said.
- Amazon launched Amazon Grocery on October 1, 2025, a private-label brand combining Fresh and Happy Belly lines offering over 1,000 grocery items.
- This launch responds to rising price-consciousness among shoppers and follows Amazon's expansion of same-day perishable delivery to 1,000 U.S. cities in August 2025.
- Amazon Grocery includes dairy, fresh produce, meat, bakery goods, and pantry staples mostly priced under $5 to help customers stretch budgets.
- Jason Buechel, Amazon’s grocery division chief, stated Amazon Grocery delivers quality items at low prices to meet shoppers’ needs for affordable essentials.
- The launch highlights Amazon's growing focus on private-label groceries, coinciding with a 15% rise in private-brand purchases in 2024 across its platforms and competitors losing market share.
37 Articles
37 Articles
Amazon unveils 'price-conscious' grocery brand featuring more than 1,000 items nationwide
Amazon announced Wednesday the launch of Amazon Grocery, a new private-label brand that merges popular items from Amazon Fresh and Happy Belly into one "grocery essentials" collection.The retail giant's new brand features more than 1,000 grocery items, ranging from milk and olive oil to produce, meat and seafood, with most products priced under $5. The launch comes "during a time when consumers are particularly price-conscious," according to Jas…
Amazon debuts new grocery brand with nearly everything under $5
Amazon is pushing deeper into the grocery aisle with the launch of Amazon Grocery, a food brand that keeps most prices under $5. The idea of buying much of anything for $5 seems like a distant memory for most shoppers these days, as President Trump’s tariffs and persistent inflation keep the price of everyday consumer goods high, with little relief in sight. Keenly aware of that, Amazon is looking to undercut the competition’s prices with its ow…
Coverage Details
Bias Distribution
- 42% of the sources are Center
Factuality
To view factuality data please Upgrade to Premium