SEATTLE, Washington — Amazon is consolidating its grocery strategy with the launch of Amazon Grocery, a new private-label brand that combines customer favorites from Amazon Fresh and Happy Belly into one streamlined collection.

The brand is debuting with more than 1,000 food items, most priced under $5, spanning fresh produce, meat, seafood, dairy, pantry staples and snacks. Amazon said all products are rated at least four stars by customers.

“With Amazon Grocery, we’re simplifying how customers discover and shop our extensive private label food selection while maintaining the quality and value our customers expect and deserve,” said Jason Buechel, Vice President of Amazon Worldwide Grocery Stores and CEO at Whole Foods Market. “During a time when consumers are particularly price-consc

See Full Page