Amazon has officially launched a new private label brand called Amazon Grocery. This brand aims to help shoppers find good-quality grocery items at lower prices and compete with major stores like Walmart and Costco.
With more than 1,000 products priced mostly under $5, Amazon is entering the growing market of budget-conscious shoppers in a big way.
Why Amazon Started “Amazon Grocery”
Over the past few years, more people have started buying store brands instead of expensive name brands. Reports show that 1 in every 4 grocery products sold in the U.S. last year was from a private label.
Amazon noticed this trend. The company already had brands like Amazon Fresh and Happy Belly, but now they are combined under the Amazon Grocery name. This helps customers find everything easily in one place while keeping prices low.
According to Amazon, private-brand sales grew by 15% in 2024 compared to 2023. Even Whole Foods’ 365 products are part of this success.
Affordable Choices for Budget Shoppers
Jason Buechel, the vice president of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market, said that Amazon wants to make it easier for customers to find quality food items at affordable prices.
He said, “Amazon Grocery delivers more than 1,000 grocery products that are high in quality, tasty, and budget-friendly. We want to help people stretch their grocery budgets further.”
That means shoppers can buy fresh food, snacks, and pantry essentials without worrying about high prices.
What Products Are Available in Amazon Grocery?
Amazon Grocery offers a wide range of products — from milk and meat to seafood, snacks, and daily essentials. Most items cost less than $5, making it one of the most affordable options for online grocery shopping.
Some current products include:
- Amazon Grocery Cage-Free Large White Eggs
- Caesar Salad with Chicken
- Ground Beef
- Oven Roasted Turkey Breast
- Jasmine Long Grain Rice
New products will also be added soon, like fresh bakery cinnamon rolls, refrigerated pizza dough, frozen pasta meals, pie fillings, granola, canned beans, sliced loaf cakes, deli meats, and frozen vegetables.
Amazon Grocery Compared to Other Brands
Other grocery chains like Aldi and Walmart have already started their private label journeys.
- Aldi plans to label almost all its products as “Aldi Original.”
- Walmart launched its new Better Goods food brand last year.
Amazon’s move may not be as aggressive, but experts say this strategy builds trust and loyalty among shoppers. People are more likely to buy if they see a brand name they already trust — and Amazon’s name gives that confidence.
Why People Are Choosing Store Brands
Private label products are becoming more popular because they are 20% cheaper on average than name brands. In a survey by NielsenIQ in 2025, about 31% of people said they are switching to store brands more often.
As prices continue to rise, choosing affordable store brands makes sense for many families. When you see two similar items — one at a higher price and one cheaper but similar in quality — most people now choose the store brand.
Amazon Grocery Quick Facts
| Feature | Details |
|---|---|
| Number of items | Over 1,000 grocery products |
| Price range | Most under $5 |
| Product types | Milk, meat, snacks, produce, frozen meals |
| Competes with | Walmart’s Better Goods, Aldi Original, Costco’s Kirkland |
| Launch timing | Just before Amazon Prime Big Deal Days (Oct 7–8, 2025) |
| Goal | Offer quality food at affordable prices |
Amazon’s launch of Amazon Grocery shows its plan to take a bigger share of the affordable food market. By offering over 1,000 low-cost grocery products, most under $5, Amazon is giving customers a strong reason to skip expensive brands.
This move could change how people shop for groceries online — and once again, Amazon proves it knows how to deliver value and convenience at the same time.
FAQs
What is Amazon Grocery?
Amazon Grocery is Amazon’s new private label food brand that offers quality grocery products at low prices.
Are all Amazon Grocery items under $5?
Most products cost less than $5, but a few premium items may be slightly higher.
Where can I buy Amazon Grocery items?
You can find them on Amazon.com and in Amazon Fresh and Whole Foods stores.
