Amazon is pushing deeper into the grocery aisle with the launch of Amazon Grocery, a food brand that keeps most prices under $5.

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 plans to expand its offerings to more grocery staples like frozen pasta, granola and cakes in the coming months.

The company says that its new Amazon Grocery brand will merge its existing Amazon Fresh and Happy Belly brands into a single

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