**Amazon Launches New Grocery Brand Offering Essentials for Under $5**
*By Mudit Dube | October 2, 2025, 10:31 AM*
Amazon has introduced a new private-label grocery brand, **Amazon Grocery**, aiming to provide customers with affordable grocery essentials. The brand features a wide selection of items — including milk, olive oil, fresh produce, meat, and seafood — with most products priced under $5. This launch is part of Amazon’s strategy to help shoppers save on groceries during increasingly price-sensitive times.
### Brand Consolidation for Convenience
Amazon Grocery is a consolidation of two existing lines: **Amazon Fresh** and **Happy Belly**. This unification is designed to offer customers a seamless, one-stop shopping experience for all their grocery needs.
“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 in the Private-Label Market
Amazon Grocery will go head-to-head with other retail giants’ private-label brands, such as Walmart’s Great Value and Target’s Favorite Day. The new line features fresh products like bakery cinnamon rolls, refrigerated pizza dough, bottled spring water, and more.
In the coming months, Amazon plans to expand the brand by introducing frozen pasta meals, pie fillings, granola, sliced loaf cakes, and additional deli meat options under the Amazon Grocery label.
### A History of Budget-Friendly Offerings
This is not Amazon’s first venture into affordable private-label brands. Last year, the company launched **Amazon Saver**, which focuses on budget staples such as canned goods and condiments at low prices.
Despite ongoing economic challenges, Amazon’s private-label brands have been gaining momentum. In 2024, customers purchased 15% more private-brand products compared to the previous year across Amazon.com, Whole Foods Market, and Amazon Fresh.
With Amazon Grocery, the retail giant continues its commitment to delivering quality groceries at competitive prices, catering to value-conscious shoppers nationwide.
https://www.newsbytesapp.com/news/business/amazon-launches-budget-friendly-grocery-brand/story
