Overview

• The new line merges Amazon Fresh and Happy Belly into a single essentials collection spanning more than 1,000 items.
• Products cover fresh produce, meat, dairy, snacks, and pantry staples, with availability online and in Amazon Fresh stores depending on location.
• Amazon signaled ongoing expansion, citing upcoming additions like frozen pasta meals, pie fillings, granola, sliced loaf cakes, and expanded deli meats.
• Customers bought 15% more Amazon private-brand products in 2024 compared with 2023 across Amazon.com, Whole Foods Market, and Amazon Fresh.
• The launch follows an expansion of same-day perishable delivery to roughly 1,000 U.S. cities, while shares of Walmart, Target, and Kroger slipped around 2% and Costco fell about 1% after the news.