Overview
- The new label consolidates Amazon Fresh and Happy Belly into a single grocery essentials collection.
- Items span fresh produce, meat, seafood, dairy, pantry staples and snacks, available online and in Amazon Fresh stores in the U.S.
- Launch additions include fresh‑baked cinnamon rolls, refrigerated pizza dough and bottled spring water, with frozen meals and expanded deli options slated in the coming months.
- Amazon highlights many products rated four stars or higher and introduces simplified packaging designed to reduce plastic use.
- Amazon reports a 15% rise in private‑brand purchases in 2024, competitor grocer stocks dipped on the news, and same‑day perishable delivery recently expanded to about 1,000 U.S. cities.