Amazon Stocks Private Brands Aplenty

Patrycja Malinowska
Director, Member Content, P2PI
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a close up of a store

Amazon recently added another private label to its food brands.

Dubbed Aplenty, the new line will eventually include hundreds of products across the center-store and frozen departments. Amazon says the items are all free of artificial flavors, synthetic colors and high fructose corn syrup.

The first Aplenty products to become available for Amazon Fresh delivery included gourmet crackers, cookies and pita chips as well as mustard. The online lineup now also spans frozen desserts, salsa, canned beans, macaroni and cheese, and sauces. A small number of the SKUs are additionally available for delivery outside of the Fresh program.

In terms of brick-and-mortar availability, the items are also being phased into Amazon Fresh grocery stores, where they are given prime secondary merchandising space on a dedicated endcap and also on a small, standalone rack. Both merchandisers are outfitted with signage touting the brand as new. Amazon currently operates 12 Amazon Fresh stores in California and Illinois, and plans to continue opening more of the supermarkets across the U.S.

Last year, the retailer launched its Cursive (wine) and Fresh (bakery items and salsa) brands to coincide with the openings of its first Amazon Fresh stores. The retailer's extensive private label grocery lineup also includes milk, frozen vegetables and spices under its Happy Belly brand and several categories under its Solimo brand — both of which also benefit from dedicated endcap merchandising inside Amazon Fresh stores.