"The idea of buying much of anything for $5 seems like a distant memory for most shoppers these days, as Trump's tariffs and persistent inflation keep the price of everyday consumer goods high with little relief in sight. Keenly aware of that, Amazon is looking to undercut the competition's prices with its own newly unified private label brand for everything from eggs and pre-made salads to ground beef and olive oil."
"The company says that its new Amazon Grocery brand will merge its existing Amazon Fresh and Happy Belly brands into a single storefront for essentials. In its online grocery store, many items have already been relabeled digitally away from the Happy Belly and Amazon Fresh brands and given a makeover with a "modern, clean and distinctive" new design so shoppers can spot the line of core items easily, much like Target does with its in-house Good & Gather line."
Amazon launched Amazon Grocery as a unified private-label food brand positioned to keep many prices under $5 and increase affordable options. The brand consolidates Amazon Fresh and Happy Belly into one storefront and relabels items online and in Amazon Fresh stores with a modern, clean, and distinctive design for easy recognition. Initial offerings include eggs, pre-made salads, ground beef, and olive oil, with plans to expand into frozen pasta, granola, and cakes. The lineup encompasses more than 1,000 items across fresh, snack, and pantry categories at low, competitive prices to help stretch grocery budgets.
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