Amazon's Planning to Sell Own-Branded Food

By Jamie Condliffe on at

Amazon plans to infiltrate your home more throughly than ever. A new report by the Wall Street Journal suggests that Amazon.com is planning to launch a slew of own-brand products in the coming month, which will include perishable food and other household items.

Amazon already sells plenty of own-branded products, from USB cables and baby wipes to clothes and linen, but so far it’s steered clear of filling up your store cupboard with its own products. Now, the Journal reports, it will launch “new brands with names like Happy Belly, Wickedly Prime and Mama Bear [which] will include nuts, spices, tea, coffee, baby food and vitamins, as well as household items such as diapers and laundry detergents.”

Those products will primarily only be available to Prime members, and could start appearing on the site as soon as this month. The newspaper suggests that the Happy Belly line will feature staples like “nuts, trail mix, tea and cooking oil”. while Wickedly Prime will provide snacks. Meanwhile there will be a Presto! line-up of household goods — like detergent — and a Mama Bear brand for baby stuff.

Speaking of baby stuff, it won’t be the first time Amazon has tried to sell its own nappies. It pulled a range of the things from its Elements line-up — designed to provide transparency about where goods were made — in 2014. The Journal claims that the Elements label could now become a kind of premium brand for Amazon’s best-performing own-brand products.

Both consumers and retailers like own-brand goods: consumers enjoy their lower prices, and retailers their higher margins, because they’re products they don’t need to bother marketing. How well such products will perform when being sold by Amazon rather than a big competitor like Walmart remains to be seen, of course — but if you find yourself ordering Wickedly Prime candy with an Amazon Dash button, you’ll know it’s worked. [WSJ]