Amazon to expand private-label line

Amazon (NASDAQ:AMZN) is readying a line of private-label grocery items as it builds its arsenal of proprietary brands available to Amazon Prime members.

It's an aggressive move to help boost the company's grocery services, something that helps grow share from existing shoppers and lock them into the Amazon ecosystem.

The new products include a line of nuts, spices, tea, coffee, baby food, vitamins and some household consumables, according to The Wall Street Journal.

There's a Happy Belly line of food items including spices, cooking oil and other dry goods. Snack foods will be under the Wickedly Prime brand, the Mama Bear brand will cover baby products including jarred food and diapers, and the Presto! household line will include laundry goods.
Amazon launched the Elements label in 2014, but it has a limited assortment.

There are "tens of millions" of Amazon Prime members nationally, according to the company. But analysts estimate that number at nearly 55 million after the 2015 holiday season.

For more:
- see this Wall Street Journal story

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