Amazon starts grocery brand aimed at deal-conscious shoppers

SEATTLE – Amazon.com Inc launched a private-label brand that offers a range of grocery items largely priced below US$5 (S$6.40) in a bid to attract inflation-stung shoppers. 

Called Amazon Grocery, the offering includes dairy, fresh produce and meat, the company said on Oct 1.

The new house brand, which combines the Amazon Fresh and Happy Belly lines, will be available online and at Amazon Fresh stores.

“During a time when consumers are particularly price-conscious, Amazon Grocery delivers more than 1,000 quality grocery items across all categories that don’t compromise on quality or taste – from fresh food items to crave-worthy snacks and pantry essentials – all at low, competitive prices that help customers stretch their grocery budgets further,” grocery division chief Jason Buechel 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 has a large online grocery business that sells household staples, paper towels, cleaning products and more.

In recent years, the Seattle-based company also has expanded into physical stores, an acknowledgment that many shoppers prefer to grab food in person. 

In addition to Whole Foods Market, the company operates convenience stores and Amazon Fresh supermarkets that Amazon began opening during the pandemic. 

Whole Foods sells the 365 house brand and

recently expanded the line to Singapore

in a test of how it will fare in a market where the grocer has no brick-and-mortar presence.

Previously, the 365 brand had been sold only in the US, Canada and the United Kingdom. BLOOMBERG