Amazon is launching its own private label brand, Amazon Grocery, a move to challenge Costco and Walmart in the growing cost-conscious sales competition.

Shoppers have continued to opt for more private label, or store brands , over name brands, with private label brands accounting for about one out of every four grocery products purchased in the U.S. last year, according to the Private Label Manufacturers Association .

Amazon, which had already been selling its own Amazon Fresh and Happy Belly brand products on Amazon.com and in Amazon Fresh stores, said consumers purchased 15% more private-brand products in 2024, compared to the previous year. That also includes the 365 brand items sold at Whole Foods Market, the company said in a news release .

Amazon Fresh and Happy Belly brand

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