Amazon to introduce Whole Foods 365 line to Singapore in brand test
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About 300 Whole Foods Market items will be available for shoppers in Singapore from Sept 23 via Amazon’s Fresh delivery service and Little Farms markets.
PHOTO: WHOLE FOODS MARKET
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SEATTLE – Amazon’s Whole Foods Market is taking its house brands to Singapore, a test of how the private-label goods will fare in a market where the grocer has no brick-and-mortar presence.
About 300 items – most of them under the 365 by Whole Foods Market label – will be available on Sept 23 for shoppers in Singapore. Amazon’s Fresh delivery service and local chain Little Farms markets will carry the products.
Previously, they were sold only in the US, Canada and Britain, the three countries where Whole Foods operates retail stores. A spokesperson for the chain said Whole Foods intends to expand private brand sales to other new markets, without specifying where.
“Whole Foods Market has passionate fans around the world, and we’re thrilled to bring a piece of Whole Foods Market to Singapore,” Whole Foods chief merchandising and marketing officer Sonya Gafsi Oblisk said in a statement.
With shoppers trading down amid rising food prices, private-label sales have been a bright spot for US grocers. Walmart and Kroger both said in 2025 that their in-house product lines gained market share against other brands.
Amazon, which bought Whole Foods in 2017 to help jump-start food sales, has used the 365 label to boost its broader grocery franchise, stocking and selling the products online in areas of the US where it does not operate Whole Foods stores.
“They’ve really expanded the range” and availability of private-label products, said Mr David Bishop, a partner with Brick Meets Click, a grocery and retail consulting firm.
As part of an effort to shed the “whole pay cheque” nickname, Whole Foods has also used 365 to roll out lower-priced items, including products that are typically more expensive.
Mr Jason Buechel, Amazon’s grocery chief, said in an interview with Bloomberg Television last year: “This has been a key way for us to connect with customers. It has grown a lot.”
Sales of Whole Foods private-label products year-to-date have increased more than 50 per cent from 2019, the company said. The grocer offers about 4,000 private-label items, which in addition to the 365 line, includes Whole Foods Market exclusive and Whole Paws brands.
Whole Foods operates about 535 stores, up from about 460 when Amazon bought the Austin, Texas-based chain. Amazon also owns a smaller line of Amazon Fresh-branded mainstream grocery stores, which do not adhere to Whole Foods’ quality and ingredient standards.
After largely running its grocery businesses separately, Amazon recently rolled them into one organisation.
Mr Buechel, Whole Foods’ CEO since 2022, got responsibility for Amazon’s entire grocery business earlier in 2025. A reorganisation announced in June will place Whole Foods’ corporate employees on Amazon’s pay and benefit programmes. BLOOMBERG
