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Amazon Will Start Selling Its Own Branded Groceries

Amazon Will Start Selling Its Own Branded Groceries


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Amazon will stock its own exclusive, private-label coffee, baby food, nuts, spices, and more starting the end of May

Amazon wants to be your source for one-stop-shopping.

Amazon doesn’t just want to sell other brands’ products, it wants to peddle its own too. The online retail giant will soon be selling its own branded groceries, including coffee, baby food, nuts, spices, vitamins, and more starting the end of this month.

Most of the products won’t actually bear the name of Amazon though: They’ll have kitschy names like Happy Belly, Wickedly Prime, and Mama Bear, according to the Wall Street Journal.

The groceries will only be available to purchase for Amazon Prime members, expanding the number of premium options available to Prime users, like music and video streaming.

The news is not official yet, but it will be the first time Amazon jumps into private-label merchandising for groceries. Amazon already sells some home goods under the Amazon Basics line, but this is the company’s first foray into food. According to Biz Journals, supermarkets with online ordering services should be worried to have yet another competitor in the mix.


Amazon will start selling its own private-label groceries, diapers, and more

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Amazon's Fresh delivery service is only the tip of the online retailer's grocery iceberg. According to a report from The Wall Street Journal, Amazon will soon sell private-label goods on its website, including perishable food, starting as early as the end of May.

Happy Belly, Wickedly Prime, and Mama Bear are among the names of new brands Amazon will sell, and the company will stock items such as nuts, spices, baby food, and coffee. According to the report, Amazon has been developing private-label products for many years. The company reached out to branding consultants and manufacturers like TreeHouse Foods, Inc. to get ready for the launch.

Amazon is following in the footsteps of many large brick-and-mortar retailers like Walgreens and Sephora, who have their own private-label brands and products. Amazon already sells some private-label goods under its Amazon Basics brand, but those items are mostly limited to electronics like HDMI cables, batteries, and power strips. The company's currently private-label products have had some issues in the past. In 2014, Amazon had to recall its Elements diaper brand because of a design flaw. Undoubtedly, branching out into food, particularly perishable food, will pose its own unique challenges for Amazon.

At first, Amazon private-label products will only be available to Prime members, and no pricing information has been released yet. However, it's likely that will Amazon experiment with prices of household necessities to see what customers are willing to pay for. If Amazon's private-label products offer good value to consumers, it's possible that they could attract new Prime subscribers as well.


Amazon will start selling its own private-label groceries, diapers, and more

Reader comments

Share this story

Amazon's Fresh delivery service is only the tip of the online retailer's grocery iceberg. According to a report from The Wall Street Journal, Amazon will soon sell private-label goods on its website, including perishable food, starting as early as the end of May.

Happy Belly, Wickedly Prime, and Mama Bear are among the names of new brands Amazon will sell, and the company will stock items such as nuts, spices, baby food, and coffee. According to the report, Amazon has been developing private-label products for many years. The company reached out to branding consultants and manufacturers like TreeHouse Foods, Inc. to get ready for the launch.

Amazon is following in the footsteps of many large brick-and-mortar retailers like Walgreens and Sephora, who have their own private-label brands and products. Amazon already sells some private-label goods under its Amazon Basics brand, but those items are mostly limited to electronics like HDMI cables, batteries, and power strips. The company's currently private-label products have had some issues in the past. In 2014, Amazon had to recall its Elements diaper brand because of a design flaw. Undoubtedly, branching out into food, particularly perishable food, will pose its own unique challenges for Amazon.

At first, Amazon private-label products will only be available to Prime members, and no pricing information has been released yet. However, it's likely that will Amazon experiment with prices of household necessities to see what customers are willing to pay for. If Amazon's private-label products offer good value to consumers, it's possible that they could attract new Prime subscribers as well.


Amazon will start selling its own private-label groceries, diapers, and more

Reader comments

Share this story

Amazon's Fresh delivery service is only the tip of the online retailer's grocery iceberg. According to a report from The Wall Street Journal, Amazon will soon sell private-label goods on its website, including perishable food, starting as early as the end of May.

Happy Belly, Wickedly Prime, and Mama Bear are among the names of new brands Amazon will sell, and the company will stock items such as nuts, spices, baby food, and coffee. According to the report, Amazon has been developing private-label products for many years. The company reached out to branding consultants and manufacturers like TreeHouse Foods, Inc. to get ready for the launch.

Amazon is following in the footsteps of many large brick-and-mortar retailers like Walgreens and Sephora, who have their own private-label brands and products. Amazon already sells some private-label goods under its Amazon Basics brand, but those items are mostly limited to electronics like HDMI cables, batteries, and power strips. The company's currently private-label products have had some issues in the past. In 2014, Amazon had to recall its Elements diaper brand because of a design flaw. Undoubtedly, branching out into food, particularly perishable food, will pose its own unique challenges for Amazon.

At first, Amazon private-label products will only be available to Prime members, and no pricing information has been released yet. However, it's likely that will Amazon experiment with prices of household necessities to see what customers are willing to pay for. If Amazon's private-label products offer good value to consumers, it's possible that they could attract new Prime subscribers as well.


Amazon will start selling its own private-label groceries, diapers, and more

Reader comments

Share this story

Amazon's Fresh delivery service is only the tip of the online retailer's grocery iceberg. According to a report from The Wall Street Journal, Amazon will soon sell private-label goods on its website, including perishable food, starting as early as the end of May.

Happy Belly, Wickedly Prime, and Mama Bear are among the names of new brands Amazon will sell, and the company will stock items such as nuts, spices, baby food, and coffee. According to the report, Amazon has been developing private-label products for many years. The company reached out to branding consultants and manufacturers like TreeHouse Foods, Inc. to get ready for the launch.

Amazon is following in the footsteps of many large brick-and-mortar retailers like Walgreens and Sephora, who have their own private-label brands and products. Amazon already sells some private-label goods under its Amazon Basics brand, but those items are mostly limited to electronics like HDMI cables, batteries, and power strips. The company's currently private-label products have had some issues in the past. In 2014, Amazon had to recall its Elements diaper brand because of a design flaw. Undoubtedly, branching out into food, particularly perishable food, will pose its own unique challenges for Amazon.

At first, Amazon private-label products will only be available to Prime members, and no pricing information has been released yet. However, it's likely that will Amazon experiment with prices of household necessities to see what customers are willing to pay for. If Amazon's private-label products offer good value to consumers, it's possible that they could attract new Prime subscribers as well.


Amazon will start selling its own private-label groceries, diapers, and more

Reader comments

Share this story

Amazon's Fresh delivery service is only the tip of the online retailer's grocery iceberg. According to a report from The Wall Street Journal, Amazon will soon sell private-label goods on its website, including perishable food, starting as early as the end of May.

Happy Belly, Wickedly Prime, and Mama Bear are among the names of new brands Amazon will sell, and the company will stock items such as nuts, spices, baby food, and coffee. According to the report, Amazon has been developing private-label products for many years. The company reached out to branding consultants and manufacturers like TreeHouse Foods, Inc. to get ready for the launch.

Amazon is following in the footsteps of many large brick-and-mortar retailers like Walgreens and Sephora, who have their own private-label brands and products. Amazon already sells some private-label goods under its Amazon Basics brand, but those items are mostly limited to electronics like HDMI cables, batteries, and power strips. The company's currently private-label products have had some issues in the past. In 2014, Amazon had to recall its Elements diaper brand because of a design flaw. Undoubtedly, branching out into food, particularly perishable food, will pose its own unique challenges for Amazon.

At first, Amazon private-label products will only be available to Prime members, and no pricing information has been released yet. However, it's likely that will Amazon experiment with prices of household necessities to see what customers are willing to pay for. If Amazon's private-label products offer good value to consumers, it's possible that they could attract new Prime subscribers as well.


Amazon will start selling its own private-label groceries, diapers, and more

Reader comments

Share this story

Amazon's Fresh delivery service is only the tip of the online retailer's grocery iceberg. According to a report from The Wall Street Journal, Amazon will soon sell private-label goods on its website, including perishable food, starting as early as the end of May.

Happy Belly, Wickedly Prime, and Mama Bear are among the names of new brands Amazon will sell, and the company will stock items such as nuts, spices, baby food, and coffee. According to the report, Amazon has been developing private-label products for many years. The company reached out to branding consultants and manufacturers like TreeHouse Foods, Inc. to get ready for the launch.

Amazon is following in the footsteps of many large brick-and-mortar retailers like Walgreens and Sephora, who have their own private-label brands and products. Amazon already sells some private-label goods under its Amazon Basics brand, but those items are mostly limited to electronics like HDMI cables, batteries, and power strips. The company's currently private-label products have had some issues in the past. In 2014, Amazon had to recall its Elements diaper brand because of a design flaw. Undoubtedly, branching out into food, particularly perishable food, will pose its own unique challenges for Amazon.

At first, Amazon private-label products will only be available to Prime members, and no pricing information has been released yet. However, it's likely that will Amazon experiment with prices of household necessities to see what customers are willing to pay for. If Amazon's private-label products offer good value to consumers, it's possible that they could attract new Prime subscribers as well.


Amazon will start selling its own private-label groceries, diapers, and more

Reader comments

Share this story

Amazon's Fresh delivery service is only the tip of the online retailer's grocery iceberg. According to a report from The Wall Street Journal, Amazon will soon sell private-label goods on its website, including perishable food, starting as early as the end of May.

Happy Belly, Wickedly Prime, and Mama Bear are among the names of new brands Amazon will sell, and the company will stock items such as nuts, spices, baby food, and coffee. According to the report, Amazon has been developing private-label products for many years. The company reached out to branding consultants and manufacturers like TreeHouse Foods, Inc. to get ready for the launch.

Amazon is following in the footsteps of many large brick-and-mortar retailers like Walgreens and Sephora, who have their own private-label brands and products. Amazon already sells some private-label goods under its Amazon Basics brand, but those items are mostly limited to electronics like HDMI cables, batteries, and power strips. The company's currently private-label products have had some issues in the past. In 2014, Amazon had to recall its Elements diaper brand because of a design flaw. Undoubtedly, branching out into food, particularly perishable food, will pose its own unique challenges for Amazon.

At first, Amazon private-label products will only be available to Prime members, and no pricing information has been released yet. However, it's likely that will Amazon experiment with prices of household necessities to see what customers are willing to pay for. If Amazon's private-label products offer good value to consumers, it's possible that they could attract new Prime subscribers as well.


Amazon will start selling its own private-label groceries, diapers, and more

Reader comments

Share this story

Amazon's Fresh delivery service is only the tip of the online retailer's grocery iceberg. According to a report from The Wall Street Journal, Amazon will soon sell private-label goods on its website, including perishable food, starting as early as the end of May.

Happy Belly, Wickedly Prime, and Mama Bear are among the names of new brands Amazon will sell, and the company will stock items such as nuts, spices, baby food, and coffee. According to the report, Amazon has been developing private-label products for many years. The company reached out to branding consultants and manufacturers like TreeHouse Foods, Inc. to get ready for the launch.

Amazon is following in the footsteps of many large brick-and-mortar retailers like Walgreens and Sephora, who have their own private-label brands and products. Amazon already sells some private-label goods under its Amazon Basics brand, but those items are mostly limited to electronics like HDMI cables, batteries, and power strips. The company's currently private-label products have had some issues in the past. In 2014, Amazon had to recall its Elements diaper brand because of a design flaw. Undoubtedly, branching out into food, particularly perishable food, will pose its own unique challenges for Amazon.

At first, Amazon private-label products will only be available to Prime members, and no pricing information has been released yet. However, it's likely that will Amazon experiment with prices of household necessities to see what customers are willing to pay for. If Amazon's private-label products offer good value to consumers, it's possible that they could attract new Prime subscribers as well.


Amazon will start selling its own private-label groceries, diapers, and more

Reader comments

Share this story

Amazon's Fresh delivery service is only the tip of the online retailer's grocery iceberg. According to a report from The Wall Street Journal, Amazon will soon sell private-label goods on its website, including perishable food, starting as early as the end of May.

Happy Belly, Wickedly Prime, and Mama Bear are among the names of new brands Amazon will sell, and the company will stock items such as nuts, spices, baby food, and coffee. According to the report, Amazon has been developing private-label products for many years. The company reached out to branding consultants and manufacturers like TreeHouse Foods, Inc. to get ready for the launch.

Amazon is following in the footsteps of many large brick-and-mortar retailers like Walgreens and Sephora, who have their own private-label brands and products. Amazon already sells some private-label goods under its Amazon Basics brand, but those items are mostly limited to electronics like HDMI cables, batteries, and power strips. The company's currently private-label products have had some issues in the past. In 2014, Amazon had to recall its Elements diaper brand because of a design flaw. Undoubtedly, branching out into food, particularly perishable food, will pose its own unique challenges for Amazon.

At first, Amazon private-label products will only be available to Prime members, and no pricing information has been released yet. However, it's likely that will Amazon experiment with prices of household necessities to see what customers are willing to pay for. If Amazon's private-label products offer good value to consumers, it's possible that they could attract new Prime subscribers as well.


Amazon will start selling its own private-label groceries, diapers, and more

Reader comments

Share this story

Amazon's Fresh delivery service is only the tip of the online retailer's grocery iceberg. According to a report from The Wall Street Journal, Amazon will soon sell private-label goods on its website, including perishable food, starting as early as the end of May.

Happy Belly, Wickedly Prime, and Mama Bear are among the names of new brands Amazon will sell, and the company will stock items such as nuts, spices, baby food, and coffee. According to the report, Amazon has been developing private-label products for many years. The company reached out to branding consultants and manufacturers like TreeHouse Foods, Inc. to get ready for the launch.

Amazon is following in the footsteps of many large brick-and-mortar retailers like Walgreens and Sephora, who have their own private-label brands and products. Amazon already sells some private-label goods under its Amazon Basics brand, but those items are mostly limited to electronics like HDMI cables, batteries, and power strips. The company's currently private-label products have had some issues in the past. In 2014, Amazon had to recall its Elements diaper brand because of a design flaw. Undoubtedly, branching out into food, particularly perishable food, will pose its own unique challenges for Amazon.

At first, Amazon private-label products will only be available to Prime members, and no pricing information has been released yet. However, it's likely that will Amazon experiment with prices of household necessities to see what customers are willing to pay for. If Amazon's private-label products offer good value to consumers, it's possible that they could attract new Prime subscribers as well.



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