Amazon’s new grocery brand offers essentials for under $5
**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, **Amazon Grocery**, aimed at providing affordable grocery essentials to customers. The brand features a wide assortment of products, including milk, olive oil, fresh produce, meat, and seafood, with most items priced under $5. This launch is part of Amazon’s broader strategy to help shoppers save on groceries during these price-sensitive times.
### Brand Consolidation for Convenience
Amazon Grocery is the result of consolidating two existing product lines: **Amazon Fresh** and **Happy Belly**. This merger is designed to offer customers a convenient, 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, VP of Amazon Worldwide Grocery Stores and CEO at Whole Foods Market.
### Competing in the Retail Market
The new Amazon Grocery brand positions itself to compete with other retail giants’ private-label brands such as Walmart’s Great Value and Target’s Favorite Day. Amazon Grocery’s expanding product range includes fresh bakery cinnamon rolls, refrigerated pizza dough, bottled spring water, and more.
In the coming months, Amazon plans to add frozen pasta meals, pie fillings, granola, sliced loaf cakes, and an expanded variety of deli meats under the brand.
### A History of Budget-Friendly Options
This is not Amazon’s first foray into affordable private-label products. Last year, the company launched **Amazon Saver**, which offers budget-friendly staples like canned goods and condiments at low prices.
Despite ongoing economic challenges, Amazon’s private-label brands have gained popularity, with customers purchasing 15% more private-brand products in 2024 compared to the previous year across Amazon.com, Whole Foods Market, and Amazon Fresh.
With the introduction of Amazon Grocery, the retail giant continues to focus on providing quality, affordable grocery options for its customers.
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*Stay tuned for more updates on Amazon Grocery and other retail innovations.*
https://www.newsbytesapp.com/news/business/amazon-launches-budget-friendly-grocery-brand/story
