Amazon on Wednesday announced the debut of Amazon Grocery, a new private-label brand that offers a range of grocery items, most of which are priced under $5. Amazon Fresh grocery items will be available online and at Amazon Fresh stores. The new label combines the Amazon Fresh and Happy Belly lines into one grocery essentials collection, Amazon says. Amazon says the Amazon Grocery line includes new items such as fresh bakery cinnamon rolls, refrigerated pizza dough, bottled spring water, and more. Amazon says that its private-label brands continue to gain momentum, with customers purchasing 15% more private-brand products in 2024 compared to the previous year across Amazon.com, Whole Foods Market, and Amazon Fresh.