Amazon seduces foodies with Wickedly Prime

Amazon seduces foodies with Wickedly Prime

Amazon emphasized its major food ambitions with a new range of private label products: Wickedly Prime particularly targets 'foodies'.

Natural snacks

Analysts considered Amazon's recent private food label for foodies launch to be another important step for the retailer. The company already has several private food labels, but they are often not associated with Amazon: Happy Bell (coffee and snacks), Mama Bear (baby food) and Presto! (cleaning products).


Wickedly Prime is different: it brings a range of natural snack products, available exclusively to Amazon Prime members. The most remarkable fact is that the famous Amazon 'smile' appears in the logo, which is a first. The packaging also mentioned "Distributed by Amazon Fulfillment Services' specifically, while other products have "AFS Brands LLC". 


Smart offers

The product range contains items like Soft Shell Almonds, Sweet ’n’ Cheesy Popcorn Mix, Sweet Potato Tortilla Chips and Organic Blue Corn Tortilla Chips. The motto is ‘Some eat to live, we live to eat’ and somewhat reminds of Trader Joe's product range, Aldi's trendy American subsidiary.


First week sales were good according to One Click Retail's eCommerce data analysts, who point out that Amazon is increasing its investments into a strong private label strategy. Nevertheless, its launches are often without too much fuss, but smart offers give the online retailer a chance to boost new products or new brands' sales quickly. Expectations are that Amazon will soon expand the Wickedly Prime product range with other food items and drinks. In any case, it is no surprise Amazon harbours major food ambitions, as Amazon Fresh and Amazon Go clearly show.