Amazon Primes for Private Label Lines

Poised to take its online grocery game to the next level, Amazon.com Inc. will roll out several private label lines, including its first perishable food brand, according to media reports.

With names like Happy Belly, Wickedly Prime and Mama Bear, Amazon's new private brands will include nuts, spices, tea, coffee, baby food and vitamins, as well as household items such as diapers and laundry detergents.

According to the Wall Street Journal, Amazon will roll out the private label food and nonfoods on its website as early as the end of May.

As has been previously reported, the Seattle-based online retailer has been working to develop private label lines for several years, and had approached branding consultants and manufacturers, including TreeHouse Foods Inc., the WSJ story noted.