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Amazon kicks up private-label food offering

BY Deena M. Amato-McCoy

Making an even bigger push into private-label foods, Amazon launched a new line of natural snacks.

Already a player in non-food private label categories, including household goods and other items under the Amazon Basics and Amazon Elements brands, Amazon’s newest line, Wickedly Prime, is making a push into grocery — specifically among “foodies.” The line currently features popcorn, blue corn and sweet potato tortilla chips, and soft shell almonds.

“We are Wickedly Prime, and our passion to experience and share the best flavors on earth has inspired us to create a new line of distinctive food and beverages, available exclusively to Amazon Prime members,” Amazon said on its website.

Beverages have not yet launched.

Amazon first jumped into the private label game with Amazon Elements, a line of consumables and baby products, in 2014. Last summer, the retail giant introduced its private-label Happy Belly coffee, Mama Bear baby food and Presto! household cleaning lines.

Unlike its summer lines however, Wickedly Prime’s packaging states “Distributed by Amazon Fulfillment Services” compared to the “AFS Brands LLC” notation found on sibling brands, according to One Click Retail.

Wickedly Prime also features the retailer’s signature “smile” in its logo as well as the Prime trademark, both which are absent on its other private-label food lines.

The Wickedly Prime line’s top four top SKUs, Soft Shell Almonds, Sweet ’n’ Cheesy Popcorn Mix, Sweet Potato Tortilla Chips and Organic Blue Corn Tortilla Chips, surpassed $500 in sales respectively, in the first week, One Click Retail said.

Wickedly Prime is Amazon’s newest push into the grocery space. The retailer laid down a major gauntlet last month when it opened its first Amazon Go store in Seattle.

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