**Amazon Launches New Grocery Brand Offering Essentials for Under $5**
*By Mudit Dube | Oct 02, 2025, 10:31 AM*
Amazon has introduced a new private-label brand called **Amazon Grocery**, aiming to provide affordable grocery essentials to customers. The brand features a wide range of products including milk, olive oil, fresh produce, meat, and seafood, with most items priced under $5. This launch is part of Amazon’s strategy to help shoppers save on grocery expenses during these price-sensitive times.
### Brand Consolidation: Bringing Together Amazon Fresh and Happy Belly
Amazon Grocery is a consolidation of two existing product lines, **Amazon Fresh** and **Happy Belly**. This move is intended to offer customers a convenient, one-stop shopping experience for all their grocery needs.
Jason Buechel, Vice President of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market, stated, “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.”
### Competing in the Private-Label Grocery Market
Amazon Grocery will compete directly with other major retail private-label brands like Walmart’s **Great Value** and Target’s **Favorite Day**. The new line includes fresh bakery items such as cinnamon rolls, refrigerated pizza dough, bottled spring water, and more.
Looking ahead, Amazon plans to expand the brand further by introducing frozen pasta meals, pie fillings, granola, sliced loaf cakes, and additional deli meat options under the Amazon Grocery label.
### A Continued Commitment to Budget-Friendly Options
This isn’t Amazon’s first foray into affordable grocery branding. In 2024, the company launched **Amazon Saver**, offering budget-friendly staples like canned goods and condiments at low prices. Despite economic challenges, Amazon’s private-label products have seen growing popularity, with a 15% increase in private-brand purchases across Amazon.com, Whole Foods Market, and Amazon Fresh compared to the previous year.
With Amazon Grocery, the retailer aims to strengthen its presence in the grocery sector by combining affordability, quality, and variety to cater to cost-conscious consumers nationwide.
https://www.newsbytesapp.com/news/business/amazon-launches-budget-friendly-grocery-brand/story
