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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.
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CDR – Chain Drug Review broke the news in on Wednesday, October 1, 2025.
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