Amazon is planning to sell own-brand food to Prime members

Amazon will soon offer up its own private-label food products alongside the groceries it currently sells. While this may sound like an odd move for the internet retail giant that cut its teeth selling books online in the ‘90s, it’s the next step in Amazon’s pursuit of becoming a one-stop-shop for all your needs.

Amazon is planning to sell own-brand food to Prime members

According to The Wall Street Journal Amazon is planning to offer perishable goods such as baby food, tea and coffee, alongside non-perishables like washing powder. Amusingly, instead of branding them as “Amazon” products, they’ll use original brand names such as “Happy Belly”, “Wickedly Prime” and “Mamma Bear”.

It appears that these new products will only be available to Prime members. While that may sound rather peculiar, if they’re as premium as Amazon is aiming for them to be, it could be yet another reason to sign up for Prime.

This isn’t the first time Amazon has sold own-brand goods before, with its Amazon Basics line helping users buy affordable electronics. A move into packaged food and goods, however, could see it capitalising on the large profit margins premium food benefits from. It’s a riskier game though, with one slip-up potentially tarnishing the entire project and Amazon’s reputation.

Amazon plans to start rolling out its premium food offering later this month, but it’s unclear if this is a US-only launch or if we’ll see this arrive in the UK soon too.

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