Amazon is launching new private labels, including in food and diapers: WSJ

Amazon is launching new private labels, including in food and diapers: WSJ

Online retail giant Amazon.com will launch new private-label brands in the coming weeks that will include the company's first move into perishable food, The Wall Street Journal reported Sunday, citing people familiar with the situation.

The new brands called Happy Belly, Wickedly Prime and Mama Bear will include nuts, spices, tea, coffee, baby food and vitamins, the newspaper reported. There will also be household items such as diaper and laundry detergents.

The items could be available for sale on Amazon's website by end-May or early-June, the WSJ said.

According to the newspaper, the strategy is aimed at boosting margins as well as gaining insights into what goods consumers purchase, the WSJ reported.

To read the full Wall Street Journal story, click here.

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