Amazon is consolidating its grocery private labels under a single new brand, offering more than 1,000 food items appealing to "price-conscious" shoppers. “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,” said Jason Buechel, VP of Amazon Worldwide Grocery Stores and CEO of Whole Foods Market. The launch comes as Amazon’s private-label offerings have continued to expand. Shoppers purchased 15% more of Amazon’s own brands in 2024 compared with the previous year across Amazon.com, Whole Foods Market, and Amazon Fresh, according to the company. Amazon Grocery products went live on October 1, and are available to purchase online through Amazon.com and Amazon Fresh.