The long-rumored Wickedly Prime is an Amazon-branded label for snacks. Its current offerings are pretty slim pickings, with only four healthy(ish) foods to choose from: popcorn, sweet potato tortilla chips, soft-shell almonds, and blue corn tortilla chips (studies show blue corn has more zinc and iron than most yellow corn).
Not sure what to do with those random ingredients? Amazon has included some “bite-size prep ideas” on the label’s main page to help stir your imagination. (Sorry, the almond idea is simply: Put them in a bowl.)
This is not the e-commerce giant’s first foray into private labels. Its Amazon Basics brand was initially created to provide value and reliability to everyday electronics. You can now find anything from kitchen supplies to pet products with the Basics name. Other private-label brands started by Amazon include Elements, Happy Belly, and Mama Bear!
Wickedly Prime is the first private label to be released by Amazon under the online retailer’s name since Elements in 2014. An earlier report from 1010data found that Amazon’s private label brands were taking over market share in some categories, including speakers (Echo), baby wipes (Amazon Elements), and batteries (AmazonBasics).
Wickedly Prime will expand on Amazon’s push to deliver food, an initiative started with AmazonFresh.
We’re not quite sure how good this stuff is, but we are feeling more compelled to get under a blanket, throw on a movie, and order some Amazon popcorn.