The Brief

Amazon is launching another private label brand of food products, joining the likes of Costco and Walmart in offering "store brand" groceries at lower prices.

The new Amazon Grocery brand is available online now at Amazon and Amazon Fresh, and in Amazon Fresh stores nationwide.

Amazon Grocery

Big picture view:

Amazon Grocery combines items already available under Amazon Fresh and Happy Belly brands, and adds several new items. The new brand will offer more than 1,000 grocery products, most of them priced under $5. Those include staples like eggs and ground beef, along with frozen meals, cinnamon rolls and other snacks.

The company also sells food products through two other brands, Amazon Saver and 365 by Whole Foods Market.

What they're saying:

Jason Buechel, CEO of Whole

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