Amazon unveiled a new grocery brand name creatively called Amazon Grocery, merging two of its private-label grocery brands, Amazon Fresh and Happy Belly, into one budget-friendly offering with simpler packaging.
Amazon Grocery offers more than 1,000 items that are mostly priced at less than $5, but “don't compromise on quality or taste.” LOL, they might as well call it Amazon Haul Grocery.
The brand features staple products like milk, olive oil, fresh produce, meat and seafood, while also introducing new items like cinnamon rolls, pizza dough, and refrigerated lemonade, with more items coming soon.
Amazon Grocery's packaging features a modern and bold design with easy-to-read typography to help customers quickly identify the brand and products when shopping. I've got to hand it to Amazon here — the design is fantastic — clean and functional. Additionally, the new packaging reduces plastic usage by 50% than its previous product packaging and emphasizes nutritional transparency with clear nutrition information and simple ingredient callouts. A+ on the packaging.
The Amazon Grocery brand positions itself between the company's ultra-budget Saver and premium Whole Foods 365 private label brands and is now available on Amazon.com and in-store in select U.S. markets.
Here's the future of your household:
“Baby, whatchu want for breakfast?”
“Amazon Toast Crunch, mama!”
“We ain't got none! How about Amazon Charms or Amazon Puffs?”
TikTok isn't letting Amazon have all the grocery fun though.
Mitchell Parton of ModernRetail reports that “TikTok is talking to brands like it's a grocery now.” He goes on to share that TikTok Shop is working to onboard a greater variety of grocery brands, mirroring traditional merchandising tactics used by grocers. The company says it can help CPG companies determine which products to sell on TikTok or where new product launches make the most sense, while helping guide food and beverage brands on how to work with creators or whether they should buy top-of-funnel ads. Maybe we'll see some Amazon Grocery products on there soon.