**Amazon’s New Grocery Brand Offers Essentials for Under $5**
*By Mudit Dube | Oct 02, 2025, 10:31 AM*
Amazon has launched a new private-label brand, **Amazon Grocery**, aimed at providing affordable grocery items to help customers save on their grocery expenses during these price-sensitive times. The brand offers a wide range of products including milk, olive oil, fresh produce, meat, and seafood, with most items priced under $5.
### Brand Consolidation: Bringing It All Together
Amazon Grocery is a consolidation of two existing lines, **Amazon Fresh** and **Happy Belly**. This strategic move creates a one-stop shop for all grocery needs, simplifying the shopping experience for customers.
“During a time when consumers are particularly price-conscious, Amazon Grocery delivers more than 1,000 quality grocery items across all categories that don’t compromise on quality or taste,” said Jason Buechel, Vice President of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market.
### Competing with Retail Giants
The introduction of Amazon Grocery places Amazon in direct competition with other major private-label brands such as Walmart’s *Great Value* and Target’s *Favorite Day*. The product line already features new offerings like fresh bakery cinnamon rolls, refrigerated pizza dough, and bottled spring water.
Amazon plans to expand this selection in the coming months, adding frozen pasta meals, pie fillings, granola, sliced loaf cakes, and an expanded range of deli meat options under the Amazon Grocery label.
### A Track Record of Budget-Friendly Brands
This launch follows Amazon’s history of introducing price-conscious brands. Last year, Amazon introduced **Amazon Saver**, which focused on budget-friendly staples such as canned goods and condiments.
Despite ongoing economic challenges, Amazon’s private-label brands continue to gain popularity. In 2024, customers purchased 15% more private-brand products across Amazon.com, Whole Foods Market, and Amazon Fresh compared to the previous year.
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With the introduction of Amazon Grocery, the retail giant aims to strengthen its position in the grocery market by offering quality essentials at affordable prices, catering to increasingly budget-conscious consumers.
https://www.newsbytesapp.com/news/business/amazon-launches-budget-friendly-grocery-brand/story