Amazon has launched a private grocery label, offering more than 1000 “high-quality food items at affordable prices”.

The brand, named Amazon Grocery, features an extensive selection with most products priced under $5 and rated 4 stars or higher. It integrated Amazon Fresh and Happy Belly brands into one cohesive grocery essentials collection.

The assortment spans fresh produce, dairy, meat, seafood, pantry staples, baking essentials, snacks, and beverages.

To mark the launch, the company has introduced several new items, such as fresh bakery cinnamon rolls with decadent icing, refrigerated pizza dough, bottled spring water, and refrigerated lemonade.

Other new items, including frozen pasta meals, pie fillings and sliced loaf cakes, and expanded selections of deli meats and frozen vegetables, will be released in the coming months.

The packaging features a modern and distinctive design with bold, easy-to-read typography. It is also eco-friendly with reduced plastic usage and emphasizes transparency with clear nutrition information and simple ingredient callouts.

“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,” said Jason Buechel, VP of Amazon Worldwide Grocery Stores.

“During a time when consumers are particularly price-conscious, Amazon Grocery delivers more than 1000 quality grocery items across all categories that don’t compromise on quality or taste, all at low, competitive prices that help customers stretch their grocery budgets further,” Buechel added.

Amazon Grocery products are available at Amazon.com and Amazon Fresh online and in stores across the country. 

Last month, Amazon said it planned to close all of its 19 Amazon Fresh UK stores, of which five would be converted to its Whole Foods Markets brand.