Amazon to launch new private-label brands, report says

Amazon is expanding its horizons by launching several new private-label brands in coming weeks, according to one report.

The e-commerce giant could be launching food and household products under brands such as Happy Belly and Mama Bear as early as the end of May or early June, the Wall Street Journal reported, citing anonymous sources.

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Amazon has been aggressively pushing into areas outside its traditional business as a marketplace for other company’s products, producing its own entertainment content such as the Golden Globe-winning TV show “Transparent.” The Seattle company is also teaming up with Tyson Foods to launch a line of meal kits this fall.

The Journal reported that the private label push will center on categories with higher profit margins, such as baby products, the report said. The new products will be offered only to shoppers who have signed up for Amazon’s Prime membership, which offers free shipping and other perks for a fee of $99 a year, the Journal reported.

The new brands include Wickedly Prime, a line of snack foods, and Presto! a household line which will offer products such as detergent, the report said.

Amazon has previously faced difficulties with some private label products.

In 2015, the company discontinued diapers offered under its Elements line a few months after launch when the products received lukewarm customer feedback.

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