Amazon is merging two of its private-label brands to attract bargain-hunting grocery shoppers. Complete the form to unlock this article and enjoy unlimited free access to all PYMNTS content — no additional logins required. The company launched Amazon Grocery, a new private-label brand combining its Amazon Fresh and Happy Belly brands, according to a Wednesday (Oct. 1) press release. “With Amazon Grocery, 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,” Jason Buechel, vice president of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market, said in the release. That mirrors the larger grocery world, Birdzi CEO and co-founder Shekar Raman told PYMNTS in March.