Amazon is consolidating its grocery private labels under a single new brand, offering more than 1,000 food items appealing to "price-conscious" shoppers.

Dubbed Amazon Grocery, the line combines existing Amazon Fresh and Happy Belly products into one cohesive collection of everyday staples priced under $5 each, spanning fresh produce, meat, seafood, dairy and snacks, with more frozen meals, baked goods and pantry items expected to roll out in the coming months. The brand's packaging was also designed to emphasize sustainability by cutting plastic use and providing clearer nutrition information.

“With Amazon Grocery, we’re simplifying how customers discover and shop our extensive private-label food selection while maintaining the quality and value our customers expect and deserve,” said Jason Buechel, VP of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market.

The launch comes as Amazon’s private-label offerings have continued to expand. Shoppers purchased 15% more of Amazon’s own brands in 2024 compared with the previous year across Amazon.com, Whole Foods Market, and Amazon Fresh, according to the company. That growth reflects Amazon’s broader strategy to position its private label goods as reliable, lower-cost alternatives to national brands, while expanding their visibility across its various retail channels.

Amazon Grocery products went live on October 1, and are available to purchase online through Amazon.com and Amazon Fresh.