Amazon's relaunches as online grocer with a twist

Quidsi, the Amazon-owned e-commerce unit that operates 10 websites, has rebranded its grocery site to cater to consumers with dietary restrictions seeking to purchase natural, organic and allergen-free groceries.

While the former focused on natural and organic products, the original site did not sort those products based on particular dietary restrictions. The new, features a drop-down menu that includes searchable categories such as peanut-free, dairy-free, soy-free, gluten-free, kosher, vegan and organic foods, beverages, nutritional supplements, toiletries and household products. On each product page, the Web site also highlights all components that can provoke allergic reactions.

"According to FARE, the organization for Food Allergy Research & Education, about 15 million Americans suffer from food allergies," says David Zhang, VP of retail at Quidsi and head of "We know how difficult and time-consuming it can be to sort through grocery options and read long ingredient labels, and hope that our work on will help make it easier to shop for natural and organic products while adhering to the dietary needs of everyone in the house."

Vine also does not sell any products with high fructose corn syrup, trans fats, artificial preservatives, animal byproducts or parabens. was founded in 2005 as, and has grown to include (health and beauty), (pets), (toys), (home), (sports gear), (children's clothing) and (children's books). Quidsi was purchased by Amazon (NASDAQ: AMZN) in 2011.

For more:
-See this Quidsi press release

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