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Scott Dierdorf

Amazon is reportedly poised to launch its own private label for foods, household items, and more

Amazon is reportedly expanding its private label offerings at the end of the month.


John-Michael Bond


Posted on May 16, 2016   Updated on May 26, 2021, 6:43 pm CDT

No longer content with simply being your book, electronics, music, and grocery distribution center, Amazon may be looking to expand its private label offerings. 

Are you ready for Amazon branded coffee? Sources within the company have told The Wall Street Journal that Amazon is planning on introducing its own generic brands of food and household goods like coffee and diapers to compete with your favorite brands.

Reportedly the brands will include Happy Belly, for health foods, Wickedly Prime, for snacks, and Mama Bear, focusing on family products like baby foods and diapers. By the end of the month you may be able to snack on Amazon nuts while drinking Amazon tea and cooking some veggies in Amazon cooking oil, all the while powered by a cup of Amazon coffee.

This isn’t the company’s first experiment with private label generic brands. They currently have several clothing brands, Amazon Basics, and Amazon Elements, which offers daily household essentials for subscribers to the company’s Prime service. 

The move to expand its private label offerings, coupled with new programmable buttons for reordering products and Prime Now, is part of Amazon’s quest to become your destination for everything. Rather than take a two hour round trip to the store, you can just pull out your Amazon app, order your groceries, and have them delivered to your home in two hours. Now on top of that you’ll save a few bucks by ordering a new generic private label.

Where will the company go next? Maybe tiny houses? In the meantime Amazon’s newly expanded private labels are expected to debut at the end of the month. Lets hope the coffee has features a nice roast.

H/T to Wall Street Journal

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*First Published: May 16, 2016, 4:24 pm CDT

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