Amazon to sell own brand food and household staples

Amazon CourierAmazon will launch a range of own brand household goods and food available to Prime Customers according to a report by the WSJ.

Own brand goods will include perishable items such as nuts, spices, tea, coffee, baby food and vitamins as well as non-perishable items such as washing powder and babies nappies. WSJ says a raft of own label Amazon brands will include Happy Belly, Wickedly Prime and Mama Bear.

In itself, own brand goods is nothing new for Amazon. Obviously they have the Kindle range of ereaders, Fire tablets and Fire TV products, but they also have an AmazonBasics range and earlier this year launched a private label range of clothing with brands such as Franklin & Freeman, Franklin Tailored, James & Erin, Lark & Ro, North Eleven, Scout + Ro and Society New York.

Food is somewhat different however, Amazon has disrupted a number of industries but are now aiming to disrupt the supermarket business and grab a share of that lucrative market.

In the UK the big four supermarkets (Tesco, Asda, Sainsbury’s and Morrisons) are already struggling with German retailers Aldi and Lidl tapping into the lower end of the market. Morrisons have already pretty much thrown in the towel and partnered with Amazon to supply frozen goods to Amazon Pantry customers.

With a range of own label perishable and non-perishable household staples, all available with low cost delivery through Amazon Pantry and Amazon Fresh expected to launch as early as tomorrow, the incumbent supermarkets are going to have to work that much harder to keep our business.