October 6, 2025 — Online retailer Amazon, which recently ventured into fresh grocery and seafood delivery, has now introduced its own Amazon Grocery private label brand in the U.S.
Encompassing more than 1,000 “high quality” food items, the selection includes fresh meat and seafood, milk, produce, and pantry staples. Most products are priced under USD 5.00 (EUR 4.26), “offering exceptional value to customers,” Amazon said. The products were previously under the Amazon Fresh and Happy Belly private label lines.