Amazon merged Amazon Fresh and Happy Belly into Amazon Grocery, most items under $5

Amazon's private-label grocery line sold on Amazon.com, at Amazon Fresh stores and through Whole Foods

One low-price grocery label, merging Amazon Fresh and Happy Belly, can win price-conscious shoppers from Walmart and Target store brands

Amazon had launched a price-conscious brand, Amazon Saver, in 2024 for canned goods and condiments. In late 2025 it combined its Amazon Fresh and Happy Belly lines into a single grocery essentials collection.

On 1 October 2025 Amazon announced Amazon Grocery with more than 1,000 items across categories, most priced under $5, sold online and in Amazon Fresh stores. New items included fresh bakery cinnamon rolls, refrigerated pizza dough and bottled spring water, with frozen pasta meals, pie fillings, granola and more deli meats promised in the coming months. The month before, Amazon had opened perishable same-day delivery in 1,000 US cities.

Amazon said shoppers were price-conscious and wanted to stretch grocery budgets

Private-brand purchases grew 15% in 2024 across its sites and stores

Two overlapping labels, Amazon Fresh and Happy Belly, were merged into one collection

Walmart and Target already compete with Great Value and Favorite Day

Merging overlapping private labels into one value brand gives a retailer a single price message to put against rivals' store brands, which matters most when shoppers are price-sensitive.

As of 2025-10-01, Amazon Grocery had launched with over 1,000 items, most under $5, and Amazon planned further additions in coming months; no sales results had been reported.