Core Insights - Amazon has launched a new private-label brand called Amazon Grocery, offering over 1,000 grocery items priced mostly under $5, including fresh produce, meat, and seafood [1][2] - The new brand combines existing lines, Amazon Fresh and Happy Belly, into a single collection aimed at providing quality grocery items at competitive prices [1][2] - Amazon Grocery will compete with other retailers' private-label brands, such as Walmart's Great Value and Target's Favorite Day, and will introduce new products in the coming months [3] Product Offerings - The Amazon Grocery line includes items like fresh bakery cinnamon rolls, refrigerated pizza dough, and bottled spring water, with plans to expand to frozen meals and other grocery essentials [3][4] - Amazon previously launched the "Amazon Saver" brand to offer budget-friendly staples, indicating a continued focus on price-conscious products [4] Market Position - Amazon's private-label brands are gaining traction, with a reported 15% increase in customer purchases of private-brand products in 2024 compared to the previous year across its platforms [4] - The introduction of Amazon Grocery aligns with current consumer trends towards price sensitivity, aiming to help customers manage their grocery budgets effectively [2]