What You Need to Know
Amazon has launched Amazon Grocery, a new private-label brand that combines its Fresh and Happy Belly lines into one streamlined offering, with nearly everything priced under $5. The lineup spans more than 1,000 essentials—from eggs and ground beef to snacks and olive oil—and will soon expand to frozen pasta, granola, and baked goods. Products are already available online and in Amazon Fresh stores, redesigned with a cleaner, more distinctive look to make the brand easier to spot, similar to Target’s Good & Gather.
The move highlights Amazon’s push to simplify its grocery branding while competing more aggressively on price at a time when inflation and tariffs have made food more expensive. It also underscores Amazon’s bigger ambition to dominate grocery, both online and in-store, since its 2017 acquisition of Whole Foods. The launch comes alongside Amazon’s rapid expansion of same-day grocery delivery to 1,000 more U.S. cities, putting it head-to-head with Walmart, Target, and Instacart. However, not all efforts have succeeded—Amazon is shuttering its Fresh stores in the U.K.—but the company says online grocery remains a major growth opportunity.
