Amazon Is Getting Into the Private-Label Groceries Game

by Daniel Barna

Amazon is the biggest online retailer in the world, so it’s hard to believe there’s something it doesn’t sell. But believe it or not, Amazon hasn’t sold any private-label goods from its grocery section—until now.

According to The Wall Street Journal, the online retailer is set to debut new lines of in-house products ranging from baby goods to coffee. The lines will reportedly be called Happy Belly, which will focus on oils, spices, and other cooking essentials; Wickedly Prime, the e-tailer’s new snack food imprint; and Mama Bear, which will handle diapers, baby food, and other baby products.

Private-label groceries have a been a long time coming for Amazon, which already sells its own brand of electronic accessories under the AmazonBasics collection, and is making huge inroads in fashion with its own clothing brands. According to the report, the grocery lines are set to launch this month, but only people with Amazon Prime memberships will be able to purchase them.

The Post notes that Amazon’s track record with private goods has been shaky at times—in 2014, it had to recall some diapers due to a design flaw—so whether or not people take to these new products remains to be seen.

Learn more about the internet's department store with a copy of The Everything Store: Jeff Bezos and the Age of Amazon, and let us know if Amazon's new private-label groceries will be reason enough for you to get Amazon Prime. 

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