Amazon Launches Amazon Grocery Private-Label Brand Expanding Retail Food Options

Amazon has launched Amazon Grocery, a new private-label food brand that merges its Fresh and Happy Belly lines into a single collection featuring over 1,000 grocery staples, most priced under $5. This initiative targets price-conscious consumers amid inflation concerns and includes products like milk, eggs, fresh meat, and olive oil, available both online and at Amazon Fresh stores. The packaging is designed to be modern, with reduced plastic use and clear nutritional information, and new items such as refrigerated pizza dough and bottled spring water were introduced. Amazon's move has impacted grocery retailer stocks, with competitors like Target, Walmart, Kroger, and Costco seeing share price declines. Analysts view the launch as a strategic effort to boost Amazon's market share in consumer goods and potentially improve margins by reducing reliance on third-party suppliers, which could positively influence Amazon's stock performance. This expansion follows Amazon's recent addition of same-day perishable grocery delivery in 1,000 locations and the introduction of the Amazon Saver brand, further emphasizing its commitment to affordable grocery options.