Overview

• The new label consolidates Amazon’s Happy Belly and Amazon Fresh brands into one essentials range spanning fresh produce, meat and seafood, snacks, and pantry staples.
• Products are available online and in Amazon Fresh stores, targeting price-conscious customers with low, competitive pricing.
• Amazon says additional items will roll out in the coming months, including frozen pasta meals, pie fillings, granola, sliced loaf cakes, and expanded deli meats.
• Amazon reports customers purchased 15% more private-brand products in 2024 than in 2023 across Amazon.com, Whole Foods Market, and Amazon Fresh.
• The launch builds on last month’s expansion of same-day delivery for perishable groceries to about 1,000 U.S. cities and follows continued store streamlining, including recent U.K. Go and Fresh closures.