Amazon has unveiled “Amazon Grocery,” a new consolidated private‑label program that brings together its popular Amazon Fresh and Happy Belly products under a single value-focused banner. The new line spans 1,000+ items across fresh and pantry categories, with most priced under $5, aiming to help budget-conscious shoppers manage grocery costs amid rising food prices.
What Amazon Grocery Brings
“Amazon Grocery” unifies best-selling staples from Amazon Fresh and Happy Belly into one easily identifiable brand, simplifying product discovery while maintaining consistent quality. This move allows Amazon to offer a recognizable value tier across fresh produce, dairy, meat, seafood, and pantry essentials like rice, oils, honey, snacks, and baking ingredients.
At launch, shoppers can expect:
- Cage-free eggs, bagels, shredded Parmesan, and ground beef
- Salad kits and prepped vegetables for easy meal prep
- Fresh bakery items such as cinnamon rolls and refrigerated pizza dough
- Bottled spring water and lemonade
Additional categories, including frozen meals, granola, pie fillings, and deli meats, will expand in the coming months to cover all weekly meal needs.
Pricing and Value
Most products are priced below $5, a strategy designed to compete with leading store brands like Walmart’s Great Value and Target’s private labels. By focusing on high-value items at low prices, Amazon Grocery targets households seeking budget-friendly options without sacrificing quality.
Packaging and Sustainability
The new line features bold, easy-to-read packaging with clear nutrition information to simplify shopping both online and in-store. Select packaging also reduces plastic usage, including produce packs that use roughly 50% less plastic than previous versions, balancing environmental considerations with shelf appeal.
Availability
Amazon Grocery is available nationwide through Amazon.com and in Amazon Fresh stores, with selections varying by location and platform. The brand complements Amazon’s broader private-label ecosystem, including Amazon Saver and 365 by Whole Foods Market, offering shoppers a range of value, natural, and organic options.
Competitive and Market Context
With private-label sales growing 15% year-over-year in 2024, Amazon is consolidating its offerings to enhance repeat purchase frequency and basket size among cost-conscious consumers. The launch strengthens Amazon’s position against competitors in the budget grocery segment while supporting initiatives like expanded same-day delivery for everyday essentials.
Shopper Takeaways
- Clearer online and in-store discovery under a single brand
- Most essentials consistently priced under $5
- Early focus on breakfast, lunch, and dinner staples
- Upcoming additions will expand choices for weekly meal planning
Quick FAQ
What is Amazon Grocery?
A new private-label line combining Amazon Fresh and Happy Belly into a single value-focused brand.
How much do items cost?
Most products are priced below $5 to support budget-conscious shopping.
Where can I buy it?
Items are available online at Amazon.com and in Amazon Fresh stores, with selection varying by location.
What new items are included at launch?
Cinnamon rolls, refrigerated pizza dough, bottled spring water, lemonade, with frozen meals and more rolling out in the future.
Why consolidate the brands now?
Private-label sales are growing, and a unified brand makes product discovery easier while reinforcing value and quality perception.
