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Amazon is making grocery shopping friendlier on both taste buds and wallets with the launch of Amazon Grocery, a new private-label brand designed to keep everyday essentials affordable. Most products in the line are priced under $5, giving customers more ways to fill their carts without stretching their budgets.
Amazon Grocery brings together favorites from the Amazon Fresh and Happy Belly lines into one simplified collection, offering more than 1,000 products ranging from milk and olive oil to fresh produce, meats, seafood, and pantry staples. Customers will be able to shop the new line both online and at Amazon Fresh stores nationwide.
“During a time when many households are watching their grocery bills closely, Amazon Grocery delivers quality and value across the board,” said Jason Buechel, Vice President of Amazon Worldwide Grocery Stores and Chief Executive Officer at Whole Foods Market. “From fresh food to crave-worthy snacks, customers will find a wide variety of items that taste great and help stretch their grocery dollars.”
The new line kicks off with everything from fresh bakery cinnamon rolls and refrigerated pizza dough to bottled spring water and everyday staples. More products are on the way, with frozen pasta meals, pie fillings, granola, loaf cakes, and an expanded deli selection set to debut in the coming months.
With the launch of Amazon Grocery, the company is stepping up its presence in the private-label market, joining the ranks of long-standing competitors such as Walmart’s Great Value and Target’s Favorite Day. But Amazon isn’t new to value-driven lines—last year, it rolled out Amazon Saver, which focused on budget-friendly canned goods, condiments, and other basics.
Shoppers are already embracing Amazon’s private-label offerings. In 2024, customer purchases of private-brand products grew by 15% compared to the year before across Amazon.com, Whole Foods Market, and Amazon Fresh. And with Amazon’s Same-Day Delivery now serving more than 1,000 cities across the U.S., customers can get fresh groceries—produce, dairy, meat, baked goods, and more—delivered right alongside their household items and electronics.
With Amazon Grocery, the company is betting that quality, convenience, and price can happily coexist—all while giving shoppers one more reason to look forward to their next grocery run.
