Amazon announced Wednesday the launch of Amazon Grocery , a new private-label brand that merges popular items from Amazon Fresh and Happy Belly into one "grocery essentials" collection.

The retail giant's new brand features more than 1,000 grocery items , ranging from milk and olive oil to produce, meat and seafood, with most products priced under $5. The launch comes "during a time when consumers are particularly price-conscious," according to Jason Buechel, vice president of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market.

"With Amazon Grocery, we're simplifying how customers discover and shop our extensive private label food selection while maintaining the quality and value our customers expect and deserve," Buechel said in a statement.

The selection spans grocery

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