Amazon launches new private label food brand, covering over a 1,000 products

Amazon is introducing a new private label for food under the name Amazon Grocery, comprising more than a thousand products. The range combines the previous Amazon Fresh and Happy Belly brands into a single, recognizable range of basic groceries.

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“We are simplifying how customers discover and purchase our extensive private label food selection, while maintaining the quality and value our customers expect and deserve,” explains Jason Buechel, VP of Amazon Worldwide Grocery Stores. Last year, Amazon customers already purchased 15% more private label brands.