Amazon Launches New Grocery Brand With Most Items Priced Under $5

The Amazon Fresh grocery items will be available online and at Amazon Fresh stores.

Amazon Launches New Grocery Brand With Most Items Priced Under $5

Amazon has introduced a new private-label grocery brand called Amazon Grocery. Amazon Grocery is formed from the merges of Amazon's existing Amazon Fresh and Happy Belly offerings into one unified “grocery essentials” line. The line comprises over 1,000 food items—everything from staples (milk, rice, olive oil) to fresh produce, meat, and snacks. Most items in the new Amazon Grocery line are priced under $5. These products are now available online via Amazon e-commerce website (amazon.com) and in Amazon Fresh physical stores. Amazon says the launch of its new grocery line comes at a time when shoppers are increasingly focused on affordability. With this move, Amazon is placing itself in direct competition with private-label staples from major retailers like Walmart’s Great Value and Target’s Favorite Day. Why Amazon is doing this? Inflation and rising grocery costs are pressing on household budgets. By offering a large set of grocery items at relatively low prices, Amazon aims to posit…

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