Amazon is once again changing the grocery game, this time with its own private label brand.

On October 1, the e-commerce giant announced the launch of Amazon Grocery, its new private label that brings together food products from the Amazon Fresh and Happy Belly brands into a collection of more than 1,000 grocery essentials, all rated four stars or higher by thousands of previous customers.

The selection of goods, Amazon shares with Food & Wine in a statement, includes “everything from milk and olive oil to fresh produce, meat, and seafood,” with most products priced under $5. In addition to the accessible price points, the new items will be easy to purchase through Amazon.com or at Amazon Fresh stores.

“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, explains.

As Buechel details, “During a time when consumers are particularly price-conscious, Amazon Grocery delivers more than 1,000 quality grocery items across all categories that don’t compromise on quality or taste — from fresh food items to crave-worthy snacks and pantry essentials — all at low, competitive prices that help customers stretch their grocery budgets further.”

This major change to Amazon’s grocery portfolio follows increasing consumer interest in private-label grocery products. The company outlines in a press release that in 2024, customers on Amazon purchased 15% more private-label items than the previous year across Amazon.com, Whole Foods Market, and Amazon Fresh.

Per Amazon, this growth “reflects customers’ recognition of the exceptional value found in the tens of thousands of high-quality, competitively priced private label items from Amazon spanning essential categories including groceries, home goods, fashion, beauty, personal care, and baby products—all designed to deliver the quality customers expect at prices they appreciate.”

While many of the groceries available under the Amazon Grocery name will be returning customer favorites, Amazon is also introducing a slew of new items, including “bakery cinnamon rolls with decadent icing, refrigerated pizza dough to make quality creations at home, refreshing bottled spring water, and refrigerated lemonade.”

In the coming months, the new brand will roll out frozen pasta meals, pie fillings, granola, and sliced loaf cakes, in addition to expanding its selection of deli meats, canned beans, and frozen vegetables.

Amazon Grocery products are now available online at Amazon.com and in Amazon Fresh stores. However, Amazon does note that product availability may vary online and in-store, so if you find a favorite, take note of when and where you found it to make sure you can restock.