Amazon launches private label for food

Amazon has launched a new private label for food, called ‘Aplenty‘. This way, the online giant reinforces its ambitions in food retail.

Next in a long line

Aplenty will be sold both online and in Amazon Fresh physical stores, of which the Americans opened two stores in London just last month. The aim is to add “hundreds of branded products” to the Aplenty line in the next few months, Charged Retail reports – a wide range of products going from salty snacks over sweets, sauces and baking mixes to frozen foods.

Amazon already has several private labels for food, including ‘Happy Belly’ (milk, spices and vegetables), ‘Amazon Kitchen’ (ready-made meals) and ‘Amazon Fresh’ (baked goods). In Britain, the physical Fresh stores also have a separate brand ‘By Amazon’.