Amazon Launches Cheap Grocery Brand as Value War With Walmart Heats Up
1st October 2025
Value wars between Amazon and Walmart to attract cash-strapped consumers are heating up late in the year. Amazon announced on Wednesday morning the launch of a new private-label line called “Amazon Grocery,” which spans more than 1,000 products and is largely priced under $5. The timing couldn’t be better, as our attention has shifted to a storm brewing in the low-income consumer world.
Amazon Grocery will be a direct competitor to Walmart, Aldi, and other value grocery chains, offering affordable private-label goods amid ongoing value wars (read report). The new line will feature dairy, fresh produce, meat, snacks, and pantry staples priced under $5, an easy hook for low-income consumers. Another selling point: more than 1,000 items can be delivered straight to consumers’ doors, saving them the time and hassle of driving to the supermarket and pushing a cart down the aisles.
“The extensive selection includes everything from milk and olive oil to fresh produce, meat and seafood, with most products priced under $5, offering exceptional value to customers,” Amazon wrote in a press release.
“With Amazon Grocery, we’re simplifying how customers discover and shop our extensive private label food selection while maintaining the quality and value our customers expect and deserve,” Jason Buechel, Vice President of Amazon Worldwide Grocery Stores and Chief Executive Officer at Whole Foods Market, wrote in a press release.
I am a big fan of Amazon Fresh. I look forward to this new product line.