The brand, known as Amazon Grocery, replaces the company’s Amazon Fresh and Happy Belly names and will also include newly introduced products. The rollout of Amazon Grocery reflects an effort by Amazon to streamline its private label strategy by consolidating its selection under fewer brands. In addition to Amazon Grocery, Amazon sells products under house brands including 365 by Whole Foods Market, which includes natural and organic products, and the value-oriented Amazon Saver line. Courtesy of AmazonAmazon’s private label grocery business has been picking up speed. Amazon has also sought to draw customers to its Amazon Fresh stores by calling attention to the chain’s focus on low prices.